Avon appoints MediaMonks to run digital content hub

Keiligh Baker's picture

Avon has appointed global creative production company MediaMonks to support its growing use of ecommerce and digital tools with a new content studio.

The Studio will develop and distribute high-quality brand and product content at scale, to fuel further growth of Avon's expanding online sales.

The Content Studio will be an 'always-on' content creation hub, developing up to 12,000 assets annually in Avon's 50+ worldwide markets, tailored to meet the needs of local consumers. 

MediaMonks will provide an ongoing stream of content, delivered at scale — multi-language, multi-platform — and deployed weekly.

The Avon Content Studio will also integrate data and analytics, to inform development of content and to optimise performance.  A strategic mix of consumer insight and data analytics will enable Avon to stay closely connected to consumer needs and trends, and respond accordingly.

James Thompson, Chief Beauty & Brand Officer at Avon said: "Avon already has huge brand recognition and massive global social media reach. In 2018 we began to launch tools to help Representatives engage with their customers online.

"This partnership gives us the opportunity to support the early adoption and growth by unleashing the inherent potential, with always-on, engaging content to delight, entertain and inform our Beauty Entrepreneurs and their customers.

"This is a new era for Avon's brand and product marketing and we're pleased to add MediaMonks to our extended team of strategic partners to drive brand re-appraisal and business growth."

Victor Knaap, CEO MediaMonks, said: "We're delighted to be partnering with Avon and to develop a pivotal part of its digital transformation. Avon's effectively tackling the changing demands of the beauty business with clever content solutions while paying homage to its rich heritage. Our dedicated digital studio allows Avon to unlock its e-commerce potential, delivering relevant content to customers at the right time to optimise impact."

MediaMonks will develop a content ecosystem with assets including video, gifs, and gamified content, while also testing new and innovative formats. The Content Studio will go live in March 2019, starting with Brazil, UK, Mexico, and Russia.