fbpixel Avon - MG Empower
CS_Avon
Avon
#AvonUK #AvonBeauty #AvonUK #AvonBeauty #AvonUK #AvonBeauty #AvonUK #AvonBeauty
Markets
UK
#AvonUK #AvonBeauty

Supercharging Avon’s TikTok presence to boost growth, engagement and brand perception.

Avon, a legacy beauty brand known all over the world, tasked MG Empower with exploding their TikTok channel and challenge the perception that it is old-fashioned. So, we designed a reinvigorating narrative and activated an intelligent content flywheel to bring that to life. Our strategy has had a significant qualitative and quantitative impact on Avon’s brand and social presence, intelligently bridging key messaging with current trends to alter global perceptions.

67.2345 K
AUDIENCE GROWTH
891232345 K
VIEWS
23234.45678 K
ENGAGEMENTS
Challenge.

Explode Avon’s priority social channel and overcome key perceptual barriers.

Avon has been around for 136 years. But that legacy has also caused some consumers to perceive the brand as old-fashioned. So, Avon challenged MG Empower to ideate and activate a new social strategy for TikTok that championed their relevance, established a unique TOV, and made Avon top of mind for today’s beauty consumer. They were also looking for quantifiable impact across both growth and engagement on the platform.

Build a TikTok-native social strategy to address Avon’s perception goals.

Creatively, we saw an opportunity for Avon to tap into a younger audience, stand out from the competition and naturally insert their brand into the TikTok landscape – without alienating existing loyalists. So, we designed a strategy that blended Avon’s key messaging and products with top trends, sounds and memes (like ASMR).

 

 

Strategy.

And activate an intelligent content flywheel to drive efficiency and optimisation.

Avon was also looking for scalable impact. So, by tightly integrating MG Platform with creative strategy, social media management, and media amplification, we were able to activate a content flywheel that was agile enough to generate – and act upon – real-time consumer insights. This helped to drive efficiencies across both paid and organic content, ensuring the creative strategy grew smarter and more impactful every day.

Results.

Viral content, massive audience growth, and an injection of modern brand sentiment.

Quantitatively, Avon’s TikTok channel gained 7.5K new followers in six months, exceeding our targets for channel growth, and viral content (including an ASMR video that generated 200K views) contributed to solving the brand’s perceptual challenges, as noted by extremely positive brand sentiment. The success of Avon’s new TikTok content also had cross-channel benefits, with their in-house social team using top-performing content to populate their platform on Instagram.

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