Pulp Strategy, the independent agency in the digital communications and technology space, recently bagged the digital mandate for direct-selling beauty and personal care company Avon following a multi-agency pitch.
The mandate includes all Avon categories, Avon skin, Avon colour, fragrance, fashion, bath and body, hair care and intimate apparel. As part of this mandate, Pulp Strategy will handle the brand’s presence across all digital platforms, including building and managing B2B ecommerce platform, media planning, media buying, digital creative and content and social media. The digital agency will be responsible for planning and executing new digital initiatives for the brand.
Swati Jain, Marketing Director, Avon, said, “Avon is a brand which stands for beauty with a purpose, we are passionate about our brand and our rep community that drives the brand. We have used digital and tech efficiently and work to create value in a digital-first environment of today. We are a compact and fast-paced team. We have 14 global brands across eight product categories and we need our partner pace with us. Pulp Strategy’s passion was refreshing, they were creative demonstrated strong planning skills and we feel that they captured the brand vision well. They brought on board a rare mix with technology and creative tech capabilities in addition the digital services roaster, something we have incorporated with our first campaign with Pulp Strategy. We look forward to a good journey ahead on the brand.”
Pulp Strategy has innovated with creative-tech in their first campaign with Avon with visual programing and augmented reality to build interactive Facebook filters for Avon’s premium brand Avon True. The campaign ‘Feel your best you’ has seen resounding success powering impressive consumer generate content. The campaign, which is currently live, found its inspiration in Avon’s belief of ‘Beauty with a purpose’. With every day a new emotion bringing with it a new achievement, the campaign brings alive the true purpose of colour and make-up ‘Feel your best you’.
Pulp Strategy kick-started the Avon relationship with the launch of Parineeti Chopra as the brand ambassador of Avon True, Avon’s premium colour brand. As part of the online launch, the live session with Parineeti and RJ Akriti from Red saw close to 2 million cumulative views.
Ambika Sharma, Managing Director of Pulp Strategy, said, “We take immense pride in the work we have done previously for brands across the business spectrum, ranging from emerging start-ups to global brands. We are delighted to partner with Avon. The Avon team is bubbling with energy and has a strong insight into their consumer subsets. The Avon has powerful brands on their portfolio, vibrant, fast paced with immense potential in the digital space. It is interesting to have a wide spectrum with B2B as well as B2C audiences. In the coming times, we will focus on improving engagement and infusing technology into the current digital practice while we work towards strengthening the brand’s digital presence.”