Making Twitter Beautiful

Avon India

Avon India has been interacting with consumers through innovative campaigns on its Facebook page that boasts of more than 9 million fans. In order to expand it’s social media presence, and reach out to a wider set of audience, the brand launched its official Twitter handle

Background

Avon is a global beauty brand with its presence in over 100

countries

The brand works for Women Empowerment and has so far empowered

over 6 million independent Avon Fashion & Beauty representative's

Avon has been making beauty products using the latest innovation keeping

one thing in mind

Making breakthrough products To Make Women Beautiful

Objective

To establish Avon India’s Brand Presence on Twitter and creating Brand Awareness to reach out to a new set of audience

The IDEA

Phase One:

A Shout-Out for Avon India’s presence on Twitter

Phase Two:

A week long Twitter contest under different themes for each day to leverage Avon’s brand presence by encouraging User Generated Content around various product offerings by Avon India

Phase One:

Announcing @AvonIndia’s presence on Twitter …

Creating Buzz...

Avon India tweeted its first tweet with shout-out from Avon global handles, fashion/lifestyle bloggers & influencers

@AvonIndia makes Twitter beautiful

The first tweet received 80 re-tweets

Avon India Verified on Twitter within a minute

The fashion world gives a shout-out

#YouMakeItBeautiful

To take forward its messaging of making women beautiful with its products, Avon India launched a Twitter contest 2 hours after announcing their official launch

The contest asked users to share what was that one thing that makes them beautiful using #YouMakeItBeautiful

#YouMakeItBeautiful

Within 20 minutes of launching the contest, Avon India started making waves across India.

#YouMakeItBeautiful trended in India & Mumbai, while @AvonIndia Twitter handle was trending in Mumabi

Trending in India for over 3 hours

The day ended on a high note with #YouMakeItBeautiful achieving over 138,226 impressions, while the Twitter

handle @AvonIndia received over 142,930 impressions

Ending the day on a high

Phase Two:

Post-launch campaign

Post the Twitter launch, Avon India initiated a week long campaign by partnering with bloggers/influencers for thematic contests for a period of one week

Sustain conversations post Twitter launch

#PoutTuesdays #WardrobeWednesdays #ThirstyThursday

#FridayNightFever #ManicureMondays #TwistyTuesdays

Tuesday Wednesday Thursday

Friday Monday Tuesday

#PoutTuesdays

Idea Users had to tweet &

describe a selfie of their pout using #PoutTuesdays

Result

#PoutTuesdays trending in New Delhi Overall Reach: 55,377 Impressions: 77,350 Total conversations: 710

#PoutTuesdays

#WardrobeWednesdays

Idea Users had to tweet a

picture of their colorful wardrobe using #WardrobeWednesdays

Result Overall Reach: 33,741 Impressions: 57,196 Total conversations: 214

#WardrobeWednesdays

#ThirstyThursday

Idea Describe in a creative way

what #ThirstyThursday means to you

Result Overall Reach: 48,654 Impressions: 77,350 Total conversations: 687

#ThirstyThursday

#FridayNightFever

Idea To celebrate 500 followers

on Twitter, Avon India asked users to help create a music playlist using #FridayNightFever

Result Overall Reach: 72,873 Impressions: 94,322 Total conversations: 741

#FridayNightFever

#ManicureMondays

Idea To beat the Monday blues,

Avon India asked users to share an image of their nail art in order to win a gift hamper

Result Overall Reach: 16,947 Impressions: 40,632 Total conversations: 745

#ManicureMondays

#TwistyTuesdays

Idea A contest with a twist.

Every one hour Avon India will share a color shade asking users to tweet the first dish that comes to their mind using #TwistyTuesdays

Result Overall Reach: 24,075 Impressions: 69,104 Total conversations: 950

#TwistyTuesdays

To sum up

@AvonIndia

Twitter Launch….

Avon India got the conversation running on

Twitter with over 6500+ conversations taking place on Twitter

in a span of 8 days!

With 600 Followers on Twitter, Avon

India became the fastest growing beauty brand for the week!*

*As per Social Bakers

The brand received over 1400+ re-tweets and more than 840+

favorites in a span of 8 days!**

** As per Twitter analytics

The Tweets from Avon India have thus

earned over 220,200+ impressions**

&

cumulative impression for

our hashtags of over 650,000+!

** As per Twitter analytics

We make breakthrough products