While most know about Avon as a company, many do not know about the benefits of being a Representative. To expose all that being an Avon Representative has to offer in a creative and surprising way, we placed an unbranded job posting on Craigslist. In our listing titled “Beauty Lovers Wanted”, we describe the role of a Rep and call on all interested applicants to contact us through a disguised email address. We then invited all applicants in for filmed interviews, telling them more information about the role and asking them why they think it would be a good fit for them. To their surprise, we revealed that they have applied to be an Avon Representative and then signed them up.

We created a viral video featuring a montage of our interviews with each candidate, capturing their excitement as we described the position and their surprise when we revealed the true identity of the job. By having people apply to being an Avon Representative through an unbranded listing, we organically showed how fitting the role is to so many people. We also found that people were really excited about all that being an Avon Representative has to offer once their pre-conceived judgement was removed. In the end, all candidates we interviewed signed up to be Avon Representatives.

· The video first launched in North America followed by a culturally-adapted version for the LATAM markets (Mexico, Argentina & Colombia).

· Globally, the video generated: 3,831,462 views.

· “Beauty Lovers Wanted” has been the #1 most viewed video in North America of all time on the US YouTube channel with 1.9 million views

· 2,449,082 Million views were achieved in a span of 5 weeks.

· 39,761, 096 consumers reached via social media platforms.

· On Facebook, the paid video campaign closed with a $.07 Cost Per Video View which is a 76% saved cost since .30 CPPV was actually estimated.

· The program garnered 688 leads and 491 e-commerce checkouts for $17,700 in sales.

· In LATAM, it generated 5,160,461 impressions and 1,382,380 views across YouTube and local social media platforms.