make preferable
The beauty industry in Armenia continues to evolve, and in recent years, marketing campaigns have become a crucial factor for brands. Oriflame Armenia’s latest “Waunt” product line proved that with successful branding and a strategic approach, it is possible not only to capture consumer attention but also to generate lasting interest and increased sales.
The mastermind behind this success is Elen Gasparyan, co-founder and creative director of Davel Creative Agency, who led the development of an integrated marketing campaign that encompassed digital, social media, influencer marketing, and innovative events.
An Innovative Approach
The “Waunt” campaign was built on a seamlessly interconnected marketing strategy, blending digital and traditional marketing techniques:
Social Media Engagement – The campaign heavily leveraged Instagram, TikTok, and YouTube, ensuring high engagement among younger audiences.
Influencer Marketing – Leading Armenian bloggers and influencers became ambassadors of “Waunt”, sparking organic conversations around the brand.
A Brand Designed for Gen Z
The primary target audience of “Waunt” was Gen Z. Davel Creative Agency’s research revealed that Gen Z is extremely diverse—some are hopeless romantics, while others are full of boundless energy. However, one thing united them all: they don’t like being told what to do. Gen Z is independent; they make their own choices.
This insight became the foundation of the “Waunt” campaign. Traditional skincare products are typically marketed with strict usage guidelines, requiring consumers to apply them in a specific order and at specific times of the day. However, “Waunt” breaks all boundaries. It has no schedule and no required routine—you can use it whenever it suits you, and the results will remain the same.
Watch the campaign video here.
Creating an Online Trend
Elen Gasparyan recognized that the key to the campaign’s success was collaborating with trendsetters on TikTok and Instagram.
One popular TikToker created a viral soundtrack for the commercial called “Yes Em Yntroom” (“I Choose”), capturing Gen Z’s independent spirit.
Another well-known trendsetter choreographed viral dance moves, which quickly took over Gen Z’s corner of the internet.
Armenian Gen Z girls flooded TikTok and Instagram, dancing to Waunt’s trend, turning it into a national marketing phenomenon.
Creative Vision and the Formula for Success
See the viral Instagram reel here.
According to Elen Gasparyan, the key to a successful campaign lies in understanding consumer psychology and effectively communicating a brand’s values.
“Consumers today value brand stories more than direct advertisements. The ‘Waunt’ campaign was built around the concept of lifestyle and self-expression, creating a unique community around the brand,” she explains.
The campaign not only boosted Waunt’s sales but also set new standards in beauty industry marketing. As a result, it achieved high engagement, organic reach, and consumer trust, proving that innovative strategy remains one of the most crucial elements of success.
This highly successful campaign is yet another testament to the fact that Armenia’s marketing industry can compete on a global level, creating memorable and impactful campaigns.
