AVEENO® Wellness Pioneers: The Full-Funnel Influencer Programme

The Challenge

AVEENO® needed to move beyond standard creator marketing tactics to engage consumers at every stage of the purchasing journey, driving lower-funnel conversions while reinforcing brand authority in a competitive beauty and skincare market.

The Strategy

Ogilvy London developed the "Wellness Pioneers" programme, transforming traditional creator activity into a comprehensive, multi-tiered influencer engine. The strategy deployed a curated cohort of 43 creators, matching specific creator tiers to distinct funnel stages to guide consumers seamlessly from awareness to purchase.

Execution and Innovation

High-profile personalities like Molly-Mae Hague and Sophie Habboo drove top-funnel awareness alongside London out-of-home advertising. Healthcare professionals established dermatologist-backed credibility, while nano-influencers and user-generated content creators focused on conversion-driven messaging. The digital execution was complemented by a four-day immersive brand event.

Results

The campaign generated 289 pieces of content, achieved an organic reach of 25.1 million, and drove a 20 per cent sales uplift in Boots stores. Additionally, AVEENO® jumped 12 places in Traackr's Top 20 Beauty Brands ranking.

Judges' Verdict

"This is a really well-connected campaign across multiple touchpoints and tiers of influencer."