Direct selling is heading toward the future
THE BRIEF
A sector made up of brands that enjoy a good reputation among consumers but are not sufficiently discovered and described
Objectives
Direct selling is heading toward the future
Build a new narrative for the sector that values both its economic role and its attractiveness for the professional development of entrepreneurs. In parallel, reinforce AVD’s role as the industry’s leading voice for the defence of the sector’s interests through communication.
The strategy
Direct selling is innovating and professionalising, and more and more professionals are finding it an opportunity for development.
In order to meet the objectives of notoriety and visibility, we implemented a PR and social media strategy
The solution
Different corporate tools were created as a starting point:
- Exploitation of the information found in the study on direct sales in Spain conducted by AVD in collaboration with the UCM.
- Interview plan for the new president of the association .
- New channel strategy, SEO positioning and a content plan for social networks (LinkedIn, Twitter, Instagram and Facebook).
- Content for the Association’s blog.
SUCCESS IN THE DATA
"Together with the AVD team, we set ourselves the challenge of evolving our brand recognition. We set ourselves the objective of breaking clichés and distorted perceptions of direct selling, demonstrating that it is a consolidated, committed, entrepreneurial and sustainable business model with a very wide range of products aimed at a very broad public. In this respect, the results obtained in terms of media presence speak for themselves: we have achieved our objectives and are firmly committed to continue to evolve in this field".
