Smiling group poses outdoors by a lake behind a pink "AVON" banner, one woman lying in front with arms outstretched
Submitted by connective3

AVON Skin So Soft Community Events and Influencer Campaign

Influencer Marketing

Connective3 paired niche-community influencers with three bespoke UK events for AVON Skin So Soft, and the agency reports a +511% month-on-month increase in brand plus product search.

+511%Brand + Product Search
+308%Product Search
+22%Brand Search

Case in 60 seconds

AVON wanted awareness for Skin So Soft that was relevant to its audience and positive in sentiment, which broad reach alone does not deliver, so the brief called for a route into communities that already cared about the outdoors.

The campaign turns on community engagement rather than follower scale, because people who hike, run and swim wild gather around shared activity, so an event built for that activity gives them a reason to talk about the product.

Connective3 built the campaign around niche communities, pairing influencers from hiking, running and wild swimming with real-world events so that Skin So Soft became part of the summer those communities were already having.

Connective3 partnered with influencers chosen for highly engaged communities in hiking, running and wild swimming, and across one week hosted three bespoke events in key UK locations, each tailored to its audience and built to immerse attendees in Skin So Soft and the AVON brand experience.

Connective3 reports a 22% increase in brand search, a 308% increase in product search and a 511% increase in brand plus product search month on month, after 3 community events hosted alongside the wider influencer campaign.

Strategy Breakdown

Highly engaged niche communities, including hiking, running and wild swimming communities, reached through influencers and event attendees in key UK locations.
The page casts Skin So Soft as part of the outdoor summer of hikers, runners and wild swimmers, so the brand's role was to show up inside those activities rather than to address them from outside.
Engaged communities share what they take part in, so Connective3 gave them events to attend rather than posts to watch, and the page says attendees and influencers alike amplified the event content.

Creative & Execution System

Assets & channels

  • Other

Partners

  • connective3

Participation mechanic

  • Community members attended three bespoke events tailored to their niche, where they were immersed in the Skin So Soft product and the AVON brand experience, and the page says attendees amplified content from the events alongside the influencers.

Results & Evidence

MetricValue
Brand + Product Search511% increase
Product Search308% increase
Brand Search22% increase
Community Events Hosted3 events

Why connective3's strategy worked

  1. 1

    Choosing influencers for the engagement of their communities rather than the size of their followings lets a brand reach niche audiences that already share an activity, which the page links to relevant awareness.

  2. 2

    A short run of tailored real-world events gives influencers and attendees the same material to post, so event content can carry an influencer campaign beyond paid reach and into earned conversation.

  3. 3

    Search demand is a usable measure for an awareness campaign, because the page reports brand and product search separately, which shows whether interest landed on the brand, the product or both.

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