Avon continues the campaign “Avon Likes you” by launching the first interactive video on Instagram, filmed exclusively with iPhones. The start of the clip are 3 nice girls and users can get involved in their story, as they are invited to see how it will be to spend a shopping day along with them. This way, Avon is the 1st company to use in a campaign the new video tech offered by Instagram.
The story of the young women – each with a different personality – hipster/geek, sporty/party girl and romantic/sensual – develops and gets new directions in the digital environment.
Using Instagram to create interactive video experiences is part of Avon’s innovation strategy, that we adopted a long time ago. Until now, there is no refference to any filmed, edited and live published video campaign over Instagram, that uses only phones as video cameras…One can understand that we are anxious to see the reactions
Online & Innovation Coordinator Avon Romania.
One of the promises made by Avon is to always be connected with the novelties and one step ahead the others in order to know our consumers as good as possible and be able to offer them memorable experiences, no matter where they are. That is why we chose to bring forward the story of the new campaign with help from the new video feature offered by Instagram. This is the result of our continuous effort to interact with the online public
Commercial Marketing Manager AVON Romania & Moldova.
Users can get involved in the campaign by following Avon Space’s Instagram account. Starting from the most recent commercial, users can interact with movies via hashtags and can follow their favorite character in different contexts.
The teams working on the campaign were
- AVON Cosmetics Romania: Raluca Kisescu – Commercial Marketing Manager AVON Romania & Moldova, Bogdan Berdacovici – PR & Advertising Manager, Alina Cinciulescu – Online & Innovation Coordinator and Imanuela Chitimus – Web Content Editor
- Creative team: Nir Refuah – Chief Technology Officer, Oana Gheorghe – Head of Copy, Florin Ciobanu – Art Director, Maria Nazdravan & Daniel Barak – Copywriters, Radu Pilat – Director