In the world of marketing, it is often said that a brand’s success depends not only on the quality of its products but also on its ability to reach the right audience at the right place and at the right time. Avon, a brand with more than a century of tradition and a strong mission to support women and their independence, embraced this challenge with its holiday campaign Avon Holiday Gifting 2023. Instead of a classic TV spot, Avon used the PRADO network, represented in the Czech Republic and Slovakia by AdMate, to engage millions of users.
Collaboration with AdMate played a key role in the campaign. PRADO, a platform covering nearly the entire online population in the Czech Republic and Slovakia, gave Avon access to more than nine million users. Thanks to the integration of mobile games and applications, PRADO holds a strong position on the market, enabling Avon to reach a wide range of people through playful and interactive content. This ensured not only high visibility but also active user engagement.
The primary goal of this holiday campaign was to increase brand awareness of Avon among women aged 30 to 59. The strategy focused mainly on video ads and calls-to-action that directed users to the gift guide on Avon.cz and Avon.sk. Throughout the seven-week campaign, six-second video spots were used in both horizontal and vertical formats, boosting their accessibility and appeal to a broader audience.
Outstanding Campaign Results
In the Czech Republic, the campaign achieved more than 1.1 million completed views, 45,000 more than originally planned. The Video Completion Rate (VCR) reached an impressive 98.34%, far exceeding the usual benchmark of 85%.
In Slovakia, the completion rate was equally striking at 97.64%. These results demonstrate that the campaign effectively reached its target audience and motivated them to watch actively.
Another key success indicator was the Click-Through Rate (CTR), which significantly surpassed expectations in both countries. In the Czech Republic, CTR reached 8.09%, while in Slovakia it climbed to 8.54% well above the set goal of 5%. Altogether, the campaign reached more than 500,000 unique users across both countries, strengthening Avon’s brand awareness within its target group.
The Avon Holiday Gifting 2023 campaign proved to be an excellent example of the effective use of digital platforms in modern marketing. The collaboration with PRADO and AdMate enabled Avon to engage millions of women from its target audience, reflected not only in the high video completion rates but also in the outstanding click-through numbers. The agency Visibility handled the preparation and execution of the campaign at a high level, and the strategic partnership with digital platforms elevated the overall results to a new standard.
Robin Stržínek, Managing Director Visibility
