Avon double consumer engagement by making multiple products blippable

When it comes to Blippar campaigns, sometimes it isn’t a case of ‘less is more’. Sometimes it’s a case of ‘the bigger the better’.

Take, for example, beauty brand Avon, who have partnered with us to make several press adverts and product pages inside their Turkish catalogues digitally interactive, offering consumers exciting, imaginative, entertaining, informative, rewarding and totally free mobile experiences. And by making more and more pages blippable, they doubled the number of people choosing to interact with them.

In their December 2014 catalogue Avon made a nail polish product page blippable, below, giving readers the chance to virtually try-on different Avon nail varnish colours and types; explore and contact an Avon representative; shop directly from the Avon store, and watch make-up applications via YouTube tutorial videos. The page featured a strong and highly prevalent Blippar call-to-action (CTA), alerting readers to the presence of the blipp, and educating them on how to access it.

Over 10,000 unique users blipped the page more than 63,000 times, spending an average of 54 seconds inside the blipp. The campaign generated almost 1,000 hours of active brand engagement, and a significant conversion rate of 6.5%.

In their January 2015 catalogue Avon made a Mesmerize perfume product page blippable, below, giving readers the chance to explore the Avon store and contact an Avon representative; shop directly from the Avon store; apply to become an Avon representative, and select their favourite Avon perfume. The page featured a strong and highly prevalent Blippar call-to-action (CTA), alerting readers to the presence of the blipp, and educating them on how to access it,

This time, over 20,000 unique users blipped the page more than 100,000 times, spending an average of 47 seconds inside the blipp. The campaign generated almost 1,350 hours of active brand engagement, and a significant conversion rate of 12.9%.

That the second campaign encouraged twice as many people to interact highlights that Avon readers are now adopting blipping as an instinctive behaviour; the practice of getting out one’s phone and blipping a press page or object is becoming more instinctive. Avon’s future Blippar campaigns are likely to achieve even better results.

The data proves that by using Blippar across their entire product portfolio, brands and parent companies can supercharge consumer engagement.

Speaking about the successes of their Blippar campaigns, Melis Ongun, Head of Digital at Avon, said: ‘The Blippar app offers a unique selling opportunity and a fun tool to bring to life Avon’s fantastic products with exciting added content.’

Blippar Turkey’s CEO Zehra Oney added: ‘Each project we work on with Avon achieves bigger and better results, demonstrating that by adopting Blippar into their entire marketing mix across their whole product portfolio, companies can turn blipping into an habitual consumer behaviour and achieve bigger results than ever.’

To boost engagement among your own consumers by making products and press pages digitally interactive, contact us at info@blippar.com