Position Aveda as a trusted source for how-to education in the minds of younger, "do-it-yourself" millennial consumers.
Leverage the professional authority of Aveda Artists and social-savvy influencers to create on-trend, shareable tutorial content.
We highlighted three on-trend styles through branded content to be pulsed on Aveda owned communication channels. We then amplified this story by partnering with key digital influencers to re-create the looks for their own channels. Utilizing both owned and user-generated content allowed us reach new and existing guests.
Campaign elements:
- Owned, earned and paid influencer content
- Social media sweepstakes
- Long-form video content
- CRM
- Salon and Retail Workshops
- Living Aveda blog
- Aveda Network communication
Influencer:
- 11 posts from paid partner @Luanna90 generated:
- $690,997 EMV
- 2.5 million estimated impressions
- 12.6 million total social reach
- 11 influencer partners, who received salon appointments and custom styles, generated:
- $119,887 EMV
- 148K estimated impressions
- 787K total social reach
- 26 posts
Owned:
- A paid Facebook and Instagram campaign resulted in:
- 3.8 million impressions
- 813K actions
- 19.3% engagement rate (benchmark 1 – 3%)
- 692K video views
- $0.10 CPC
- A YouTube video campaign consisting of #StyledbyAveda long-form video generated:
- 26 million in-display impressions and 198K views
- 5.4 million women reached
- 1,125 engagements
- $0.12 cost per view
- Three CRM email blasts, deployed in June
- Reached 1.5 million recipients total
- AOV +15% higher than previous year average
- Increase in sales on two featured products – Thickening Tonic +22% and Shampure™ Dry Shampoo +124%
- #StyledbyAveda hashtag performance on Instagram (6/1/16 – 9/30/16):
- 1.2K photos
- 268K engagements
- 13.3 million potential impressions
Video for #StyledByAveda
