2015 Winners & Shortlists

Results and Effectiveness

Thousands of women shared their dreams with Pond’s. Over 600 women attended the event when only 300 were expected. The campaign resulted in an increase of market share by 32% which meant that not only were we able to reach out to over 1,653,098 women but we were able to change their perception to being the ‘most often used brand’. Pond’s was also able to establish itself as a brand that ‘inspires women to feel more positive about themselves’ and ‘makes you look and feel beautiful (Millward Brown, 2015) which lead to a net advocacy of 26% - brand recommendation.

Creative Execution

Reaching out to the target audience meant researching and identifying channels that were predominately used by them. We asked women to share their long forgotten dreams with us, through short videos by our iconic speakers. These videos were showcased across social media channels and through on-ground activations. Partnerships with MBC and Sayidaty magazine, enabled Pond’s to drive the campaign directly into the homes of our target audience. To bring all these women together Pond’s held an event which was primarily driven by TV shows, social media, mall stand activations and outdoor advertising. This allowed us to reach out to women from different life stages and give them a reason to come together and ‘Celebrate Femininity’ with Pond’s. The event showcased the heritage and expertise of the brand and gave one woman the chance to realize her dream: helping under privileged children in the Middle East.

Insights, Strategy and the Idea

The objective was to increase Pond’s brand relevance amongst women in the region and increase product sales as they had a stronger relationship with other competitor brands. To get their attention, Pond’s had to talk to women about something that was relevant in the region and mattered to them: female empowerment (insight). In order to talk to our target audience, three key iconic women from the Asian and Arab community were chosen (strategy). Our target audience was more likely to trust women that they knew to share their goals with, which resulted in them sharing their long forgotten goals with us. Also, Pond’s brand mission of ‘if you look good and feel good, you can achieve great things’ was perfectly aligned with the topic of female empowerment.