Woman with a clapperboard poses at a mall green screen while a camera operator and crew member in an Avon T-shirt work
Submitted by connective3

Avon Trafford Centre Makeover Billboard Activation

Influencer Marketing

Connective3 staged a makeover activation in the Trafford Centre for Avon, streaming unretouched photos onto a billboard, and reports a +29% increase in Make-Up + Care online sales.

41MImpressions
+29%Online Sales Increase

Case in 60 seconds

Avon was launching a brand new product and needed the launch to connect an offline activation, influencers and online content amplification, so a moment staged in one place had to travel across all three.

A makeover persuades most when the audience sees it on real faces without retouching, because an unedited result shown in public proves the product rather than the photography, and the page builds the activation around that.

Every makeover became a public moment, so influencers, celebrities and members of the public each became the star of the show on a billboard rather than an audience watching someone else.

In the Trafford Centre, a professional makeup artist gave influencers, celebrities and members of the public a makeover, and each photo was streamed onto a billboard in front of the shopping centre with no editing and no retouching.

Connective3 reports 41M impressions and a 29% increase in Make-Up + Care online sales in the following week, which ties the physical activation to an online commercial result rather than to reach alone.

Strategy Breakdown

Shoppers at the Trafford Centre, alongside the online audiences reached through the influencers, celebrities and online content amplification connected to the activation.
Avon took the role of host rather than advertiser, giving people the makeover and the billboard moment so that the product showed itself through the faces wearing it.
People engage with an experience in which they are the centre of attention, so putting participants on a billboard in front of the shopping centre gave them a reason to take part rather than walk past.

Creative & Execution System

Partners

  • connective3

Participation mechanic

  • Members of the public, influencers and celebrities sat for a makeover from a professional makeup artist, and each finished photo was streamed onto a billboard in front of the shopping centre without editing or retouching.

Results & Evidence

MetricValue
Impressions41M impressions
Online Sales Increase29% increase

Why connective3's strategy worked

  1. 1

    Streaming unretouched makeovers onto a public billboard turns the product result into the content itself, because onlookers judge the finished look on real faces rather than on a retouched model.

  2. 2

    Putting influencers, celebrities and members of the public through the same makeover lets one physical event feed both in-centre attention and online content, so the activation does not need separate assets for each audience.

  3. 3

    Measuring online sales in the week after a physical activation links an offline event to a commercial outcome, which gives the launch a result that impressions alone cannot supply.

Related Case studies