Avon mark: Young Entrepreneurs
From the inception five years ago or mark, a beauty line for young women, Avon tasked Kaplow with developing a trend-setting reputation for the brand.
Problem:
mark wanted to generate 55,000 new mark representative recruits (Reps) in 2009.
Insight:
Kaplow could leverage star mark Reps for media opportunities to tell the mark story. Kaplow could seize the news cycle by taking advantage of the weakened economy and college graduations.
Results:
Kaplow went market-to-market and pitched the hometown hero/entrepreneurial story to mark Reps’ hometown and college town media.
Kaplow invited reporters to visit the mark Reps on their campus “in-action” selling mark products to their peers. After securing several local segments across the country, PR packaged up the story and told it nationally. Kaplow also secured coverage in a number of college newspapers to drive buzz about the program.
