NATURA &CO - LAUNCH STRATEGY
100+ PIECES OF CONTENT (MULTIPLE FILMS) / SOCIAL PLAYBOOK / CONTENT CALENDARS
Establish Natura &Co (the parent brand of Avon, The Body Shop, Aesop and Natura Cosmetics) on social channels to reach a wide audience (previously predominantly stakeholders and investors on LinkedIn).
Launch Natura &Co on Instagram, develop the brand on Facebook and bolster the 'business-led' approach to content on LinkedIn.
A social playbook defined a new content strategy, visual guidelines and tone of voice, carefully considered for Natura &Co's existing audience and new potential audiences across different social channels.
This informed a huge volume of content created in three ways - predefined calendar-relevant content, content created on a reactive basis, and content that heroed Natura &Co's three Commitment To Life pillars: 1. address the climate crisis, 2. protect human rights and be 'human kind', and 3. action circularity and regeneration.