SECTOR:
COMMERCIAL ACTIVATION
CLIENT:
DAVINES
YEAR:
2024 - 2026
ROLE:
Marketing Director
Trade Marketing Activation
About.
I led "Los Días Davines," an activation program that brought the brand experience directly to partner salons nationwide. This format combines in-salon activations with a comprehensive digital toolkit for the partner: audiovisual content, registration landing pages, invitation guidelines, and digital ad templates to ensure each edition functions as a continuous system, not just a one-off event.
The program successfully consolidated content production, commercial activation, brand experience, and digital training for the channel into a single, scalable format replicable across cities.
Campaign execution.
The In-Salon Experience:
A full-day activation featuring a fully branded Davines space, premium catering, and a team of consultants providing personalized hair diagnostics, live product trials, and an on-site raffle. The partner salon gained high-quality traffic, the customer experienced the brand firsthand, and Davines secured direct sales on the spot.
The Digital Toolkit for Partner Salons
Each salon received a comprehensive digital ecosystem to run their Davines Day with professional execution:
A Drive folder featuring three assets produced by the team: an invitation video with the Davines Peru National Master Trainer, plus a post and a story customized to the salon's brand guidelines.
An exclusive registration landing page for each salon, featuring a form for clients to confirm their appointment, indicate their hair concerns, and list the brands they currently use. This data was routed to the partner salon via Google Forms, allowing them to map out the schedule before the event.
A step-by-step guide outlining how to drive bookings via WhatsApp and run Meta Ads campaigns targeting the landing page, using either the salon's own database or radius targeting around the salon's location.
Amplification and Content
Each Davines Day doubled as a content production day: photography, video, and creator-led coverage capturing the event. This material fueled the Davines digital channel campaigns and provided partner salons with high-quality assets to elevate their own communication.
The Challenge.
A premium brand like Davines cannot activate at the point of sale using mass-market retail logic. The activation must feel like a brand experience.
The challenge: To design a replicable format, city by city, that functioned as a system, eliminating the dependency on individual salons having the production capabilities or the know-how to drive attendance.
Results.
Program Scope:
254 Davines Days editions executed across 76 partner salons nationwide to date, with recurring activations in salons showcasing the highest commercial potential.
1,529 clients served with personalized hair diagnostics and live product trials at the point of sale.
Commercial Impact:
2,051 products sold during the activations, achieving direct on-the-day sales closure.
Davines Days established itself as the brand’s flagship format in Peru, seamlessly replicable edition after edition while maintaining a premium experience standard.
Brand & Content:
End-to-end content production during each activation: photography, video, reels, and stories, fueling campaigns across digital channels and partner salons.
The program amplified brand reach beyond the point of sale, distributing event-generated content through owned and partner channels.
