The Problem: Avon used to be a successful brand but it has fallen off the map. Gen Z consumers do not care for Avon. Their biggest challenge is they are unknown and are your grandmother’s brand.
The Ask: What is a big idea for us to use to rally women across the globe (Not the US), to join Avon? Change brand perception.
The Opportunity: Build a global movement for female entrepreneurship. Let’s get back to our roots and bring the power of independent businesswomen to life in every country of the world.
The Big Idea: My Fearless – For Women Being Their Own Boss. Avon’s legacy is about building women entrepreneurs.
Art Director & Strategist: Lucy Bickel
Social & Influencer Strategist: Manoela Mota Rodembusch
Copywriter: Ellis Goodson
Repositioning:
Fearless Leaders:
Robust influencer strategy that focuses on top women in business. Mix of educational and lifestyle content.
Girlbossing on the Go:
Pop-up experiential activations in cities across Turkey, Romania, The Philippines, and Brazil that provide young women with free headshots and resume advice, in partnership with Depop for thrifted business clothes.
SHE-E-O Academy:
Avon Entrepreneur-led programs in secondary schools that foster an entrepreneurial spirit in young women.
The Results
- Pitched to StrawberryFrog CEO, Scott Goodson
- CEO sent presentation to AVON marketing director as new business pitch
BTS
The StrawberryFrog Tadpole Program gave me a great overview of what each department of the agency is like. From shadowing strategists on day, to diving into budget allocations with project managers, to learning how to write proper emails with the business leadership team, I learned that it takes a village to make a campaign come to life.
Check out a day-in-my life Instagram reel I made for StrawberryFrog which highlights my work in social media and growth strategy.