Objectives

Position Aveda as a trusted source for how-to education in the minds of younger, "do-it-yourself" millennial consumers.

Strategy and Execution

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

Results

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

Media