Submitted by We Are SNS

Avon Instagram and TikTok Nano Influencer Program

Influencer Marketing

We Are SNS ran an influencer programme for Avon with 100 nano and micro influencers across Instagram and TikTok, and reports 128.4K impressions from the combined campaign.

128.4KImpressions (Total)
11KEngagements (Total)
95.9KImpressions (Skincare)
32.5KImpressions (Makeup)

Case in 60 seconds

Avon wanted authentic, relatable content for its moisturisers and lipsticks on Instagram and TikTok at large scale, so the work had to keep a personal register across a roster big enough to build brand awareness.

The page holds that nano and micro influencers chosen for alignment with Avon's audience and content style carry a product better than polished advertising, because their followers read real-life use as a recommendation rather than an advert.

We Are SNS split the programme by category, giving 60 influencers the moisturisers and 40 the lipsticks, so each product was shown through personal experience and everyday use rather than a uniform brand script.

We Are SNS sourced, vetted, briefed, contracted and shipped products to 100 nano and micro influencers. 60 skincare influencers posted Instagram Stories, Reels and TikTok videos on Avon moisturisers, while 40 makeup influencers posted lipstick tutorials, swatches and everyday looks in Instagram Stories and Reels.

We Are SNS reports 128,381 impressions and over 11,000 engagements from rosters with nearly 1.9 million followers, with skincare posting a 7.6% engagement rate while makeup posted a 5% engagement rate.

Strategy Breakdown

Avon's target audiences for its skincare and makeup ranges on Instagram and TikTok, reached through nano and micro influencers chosen for their alignment with Avon's audience and content style.
Avon set the brand tone through guidance while leaving creators room for their individuality, so the brand acted as the source of product and tone rather than the author of the content.
The page holds that natural content showing products in real-life contexts encourages genuine interaction, because followers respond to a creator's own routine rather than to a staged demonstration of the product.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok

Partners

  • We Are SNS

Results & Evidence

MetricValue
Impressions (Total)128.4K impressions
Engagements (Total)over 11K engagements
Roster Followers (Total)nearly 1.9M followers
Engagement Rate (Skincare)7.6% engagement rate
Roster Followers (Skincare)1.3M followers
Impressions (Skincare)95.9K impressions
Roster Followers (Makeup)642.7K followers
Impressions (Makeup)32.5K impressions
Engagement Rate (Makeup)5% engagement rate
Influencers (Total)100 influencers
Influencers (Makeup)40 influencers

Why We Are SNS' strategy worked

  1. 1

    Splitting a roster by product category lets each group use the formats that fit the product, because moisturiser content runs from daily-use clips to skincare insight while lipstick content runs on tutorials, swatches and everyday looks.

  2. 2

    The skincare group added TikTok videos to Instagram Stories and Reels and recorded a 7.6% engagement rate against 5% for makeup, so format mix is a variable worth separating in later rosters rather than holding constant.

  3. 3

    Shipping product directly and briefing each of 100 influencers individually turns a large roster into a set of personal endorsements, because every post rests on the creator's own use of the product rather than a shared script.

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