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At the beginning of the COVID-19 pandemic in 2020, families were confined at home 24/7. The quarantine made the number of house chores increase and mothers all over the US started feeling unappreciated and burdened.

Since the brand was being perceived as a big corporation that did not care about its clients, Aveeno saw this situation as an opportunity to reconnect with its audience through a pampering experience that would renew their strength.

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MAP

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RESEARCH TAKEAWAYS

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  • Perceived as a big mainstream brand, disconnected from their audience at a personal level.

  • It has demonstrated profound interest in sustainability through several environment-focused experiential campaigns.

  • Women between 25 and 50 years old consume products of the brand on a daily basis.

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  • Feel natural and organic personal care products are safer and better quality.

  • Need to make sure a company is green and socially responsible in order to make a skincare purchase.

  • In a psychological study, women from the COVID-19 cohort as compared with pre-COVID-19 women showed higher levels of depressive and anxiety symptoms.

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INSIGHT

During the COVID-19 era, middle-aged women don’t have the opportunity to take care of themselves as they used to before the pandemic, due to the accumulated responsibilities at home and the closure of all selfcare facilities.

 
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STRATEGY

Objectives:

  • Advocacy

  • Loyalty

  • Positioning

Messages:

  • Personalization

  • Self care

  • Indulgence

Channels:

  • Word of mouth

  • Social Media

  • Print Media

 

NAVIGATE

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BIG IDEA

Show Aveeno consumers the brand cares about them by sending out Spa To Go packages in New York metropolitan area with Aveeno products in order for women to reconnect with themselves and the brand.

 

TACTICS

SPA TO GO

Partner with Amazon to distribute 5,000 Spa to Go packages throughout NYC households on Mother’s Day so that mothers can have a spa-like experience at home during this time of pandemic. Women will be randomly selected from the consumers subscribed to our rewards program, the only requirement is to have a NYC zip code.

 
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KIT ITEMS

  • 1 Personalized box or basket

  • 3-5 Skin care Aveeno products sample size

  • 1 scented candle

  • 1 Pair of spa sleepers

  • 1 Robe

  • 1 Print of an exclusive scannable QR code to see directions

  • 1 Personalized appreciation note

 
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EXPERIENCE STEPS

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  1. Mothers receive the Aveeno Spa to Go package at home.

  2. Open the package to find a personalized appreciation note plus all the products the kit includes.

  3. Scan the code inside the package to consult the instructions on Aveeno’s website.

  4. Follow the instructions on the website and put on the robe, create a relaxing atmosphere at home, and start using the products.

  5. Share your experience on social media with the hashtag #SpaToGo

 

KPIS

  • Media Impressions

    Through media coverage

    Through consumer developed media content

  • Social Media Growth

    Through monitoring how many new followers we have after the campaign

    Through becoming a Twitter trend

    Through monitoring campaign-related posts

  • Web visits and purchases

    Through website and web sales analytics

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