Avon launched a quiz that allowed the users to determine their color types. The system was based on selecting a set of lipstick colors that match the client's beauty. Lipsticks were presented in the form of an AR (Augmented Reality) effect, which allowed you to "try on" a given color. In the summer, Color-roulette underwent renovations - the AR effect was supposed to refer to the vibe and colors of summer festivals.
51% of users who took the quiz opened the AR effect
19% of users took a photo of themselves as a result of the AR
2. Simply Delicate
The goal of this campaign was to build awareness around a series of intimate hygiene products. Avon conducted a competition in which these cosmetics sets could be won. The competition was based on the answer to such task: "Write us your most reliable way to take care of yourself in the summer." By using Messenger, Avon broke the barrier associated with users' involvement in campaigns related to such personal products as intimate hygiene fluid. 647 people took part in the contest, of which 11% went to the product page immediately after answering the competition question.
How were they able to collect several hundred applications with zero financial input? Avon used the Facebook Comments module for this purpose. The company wrote about the competition on Facebook and provided graphics that encouraged participation. To take part in the competition, one needed to comment on that post, and the chatbot sent a message to the user with the competition question. As a result, almost 1,200 people went organically to Messenger for conversating with the brand, and the conversion rate in the competition was 55%!
3. Attraction Sensation
To participate in this competition, users had to go through a story that would tell them about new sensual fragrances for her and him. Then they had to answer the competition question: "Tell us, what is your unfailing way to attract (his) attention 💋" Goal: commitment, brand awareness (+ support for promoting a new product).
51% of the people who got acquainted with the story about sensual scents sent a competition application.
4. Mascara Genius
Mascara Genius is a new, multi-purpose mascara. The goal of this activation was to build awareness around the product and its strengths; showing that this mascara is perfect for every woman. Avon used a psychological quiz - Are you a multi-tasking champion? - for this purpose. After completing the quiz, the user received information about the Genius Ink from the Buy Now CTA. As many as 31%_ of people went to the purchase page!
5. TTA Celebrate
The TTA perfume line is the best-selling Avon fragrance. The brand has just released a new fragrance from the series: TTA Celebrate, referring to the celebration of love. It was promoted with a puzzle - an emoji riddle, based on which the users were to guess the campaign's slogan. After guessing the password, the possibility of applying a frame to the photos of their choice was unlocked. Frames refer to the celebration of love, and the bot encourages to use the frame and share the photo with a loved one. As much as 9% of people who generated their frame went to the chatbot thanks to sharing!