Marketing Campaign
Waunt: Integrated marketing campaign

Davel creative agency recently had the honor of partnering with Oriflame, a globally renowned brand with a presence in over 60 countries. The task at hand was no easy feat- to launch and advertise their new line of WAUNT products specifically targeted towards the female Gen Z audience in Armenia. The challenge lay in the fact that the Gen Z market was already dominated by a longstanding competitor, K Beauty. We were given just two months to come up with a strategy that would set the WAUNT products apart and make them the go-to choice for the discerning Gen Z consumer. Our strategy was to highlight the unique selling points of the WAUNT line, which included being natural, vegan, and cruelty-free, all while maintaining the high standards of Swedish skincare.

We needed to reach out to the female Gen Z audience in a way that was both relatable and engaging. To achieve this, we decided to collaborate with some of the most popular Armenian Gen Z TikTokers. These influencers were not only successful in their work lives but also had a massive following. We worked with the most popular sound creator in the country, the most popular dance creator, and Tiktok influencers that would create and share the trending dance and sound. This strategy proved to be a game-changer, and we were able to successfully launch and promote the WAUNT line, winning over the hearts and minds of the Gen Z audience. Also, our video campaign featured relatable and diverse Gen Z individuals from different walks of life, highlighting how they incorporated WAUNT into their daily routines.

Through market research, we discovered that the female GenZ audience had a keen interest in Korean pop culture, which made K Beauty products particularly popular in this demographic. We dug deep into the lifestyle habits and preferences of the Gen Z audience in Armenia. We researched everything from their fashion choices, and favorite hangout spots, to the stickers they placed on their laptops. By doing so, we were able to create a comprehensive understanding of what makes this audience tick. Our approach to the marketing campaign was to create a completely different visual identity and brand message through relatable scenes that depicted the places Gen Z "lives" and the things they are most interested in. We knew that to effectively connect with this audience, we had to be authentic, and our campaign had to reflect their interests and values. We decided to leverage social media platforms such as TikTok and Instagram.

Tasked with the ambitious goal of reaching 20% of the 2.7 million population in Armenia, we started with a thorough conversation with the head of marketing at Oriflame to fully understand their brand guide and the unique selling points of their WAUNT product line. Our approach to reaching our target audience was to collaborate with popular influencers and trendsetters in Armenia. We started by meeting with the most famous DJ and trendsetter in the country to get a better understanding of what the Gen Z audience in Armenia was looking for. We then worked with influencers to make them brand ambassadors for the WAUNT line, asking them about their own audiences and what they liked. Through active listening and collaboration with these influencers, we were able to develop a strategy where we used these influencers in places and activities that Gen Z loved the most.

Our marketing campaign for the Oriflame WAUNT product line in Armenia was a resounding success, achieving impressive results that exceeded our goals and expectations. With a target audience of just 20% of the 2.7 million population, we were able to reach over 500,000 people through our campaign, which ran for just two months. We achieved over 2 million impressions during this period, resulting in a 200% increase in sales. All the WAUNT products were sold out in Armenia.