Avon Brazil presents “Big & Tutorial” eight-hour make-up tutorial marathon

Avon Brazil took to YouTube to mark the launch of Big & Phenomenal mascara with an eight-hour marathon of make-up tutorials hosted by four of the top beauty influencers in Brazil, Mari Maria, Bruna Malheiros, Magá Moura and Karen Bachini.

The Big & Tutorial marathon was showcased via YouTube’s Premieres functionality, a new feature that allows viewers to watch a new video at the same time, like a movie or TV show premiere. In true premiere style, during the tutorials Avon adverts with exclusive discounts were shown, to sign-post viewers through to product purchase.

The campaign reached 6.6 million people, with nearly 10 million YouTube impressions, and Avon Brazil’s online store received the highest volume of daily hits so far in 2019, with the number of active users hitting 3x the usual volume.

Big & Tutorial showcased educational make-up content, but also focused on providing entertainment for viewers. The influencer presenters were set a series of unusual scenarios in which they were challenged to create their own make-up look. Have you ever wondered what it would be like to do your make-up during a hurricane, or while working out? These situations were put to test by the influencers, each undergoing a test that focused on the different benefits of the Big& family of mascaras: Big & Phenomenal, Big & Extreme, Big & Impact, and Big & Illusion.

Juliana Barros, Makeup Marketing Director for Avon Brazil, said: “Having this super team of influencers with us in this new format demonstrates Avon’s credibility and innovation in the beauty industry. They tried all of the products and were able to attest to the quality of each one, demonstrating the breadth of Avon’s portfolio and showcasing the specific effects that each mascara in the Big & range can achieve for different tastes and needs.”

Danilo Janjacomo, Creative Director for HUB Avon at JWT Brazil, added: “We know that short and fast videos are the new face of advertising. But we wanted to disrupt this trend and create something new and unique, relying on entertainment and engagement to keep the audience growing and drive people to sales.”

Big & Tutorial was the result of 36 hours for filming, 150 hours for video editing and 30 hours of offline review.