Aveeno - Daily Moisturising Lotion

The Thinking

Aveeno launched in Australia in 2009. Awareness was low & competitors had been in the market for years. Our task was to get Australian women to believe in Aveeno by building on 60 years of US brand equity emphasising efficacy & naturals credentials while establishing a category for a mass premium natural skincare offering in grocery.

Our objectives were to continue to drive mass awareness & trial in Australia while convincing consumers to try Aveeno by education on superior efficacy as the brand that uses Active Naturals to deliver real skin benefits. We would do this by driving awareness & reach through paid media, engagement & earned media through reviews and trial & creative cut-through with big & bold media placements. Aveeno has a story to tell based on the balance of nature with science but our research showed the real competitive strength of Aveeno was in the experience of the product. When consumers tried it they were likely to become loyalists. Our approach was two-fold: run banners & takeovers to hero the key natural ingredient in all visuals & use Facebook & online forums to drive trial, reviews & earned media. We would also run a sampling campaign on Facebook turning trialists into loyalists & loyalists into advocates for the brand.

First an alpha influencer program launched with full size products sent to beauty enthusiasts from our target. Recipients were asked to review the product providing content that could be leveraged in banners during the campaign. The campaign ran in high reach lifestyle & niche beauty sites. Media included animated skins, synced banners & interactive concepts. Creative featured the hero natural (oats) & leveraged the reviews from the alpha influencer programs featuring a $2 off coupon to drive consumers in store. To extend the reach of the TVC, online video formats were run as pre-rolls. We ran a Facebook reach block to announce a social sampling initiative on our Facebook page. Recipients were mailed two sachets of moisturiser in an envelope featuring a CTA to return to the Facebook page & tell us what they thought & a trackable $2 off coupon.

Alpha influencers generated over 100 reviews that are a lasting fixture in organic search. The online campaign reached more than 2 mil women from our target. The TVC received over 900k video plays. Facebook media reached 6.8 million unique browsers & the Facebook page generated over 360,000 newsfeed (earned media) impressions. 5,000 sample requests were received on day 1 with the 10,000 samples being exhausted by day 6. The campaign increased our Facebook fans by over 100%, leading to 1,325 positive comments on the page. Post-campaign research showed the Facebook reach block increased awareness in our target audience of 25-54 yr old women. Aveeno sales in Priceline was up compared to prior to the campaign. Daily Moisturising Lotion sales climbed, peaking during the campaign period and having a halo affect across Aveeno’s entire hand & body portfolio.