2015 Winners & Shortlists

The Brief

Pond’s has been celebrating femininity across the world, yet due to it being a newcomer in the region, women have not been exposed to the brand’s purpose: if you look good and feel good, you can achieve great things. Research shows that women in the region sacrifice their personal goals at an early age in favor of settling down and starting a family. Pond’s wanted to change this by giving women the chance to realize that it is never too late to ignite your goals, while educating women on the brand’s mission and skin care solutions.

Describe how the promotion developed from concept to implementation

Pond’s identified three iconic women within the Asian and Arab community who were able to share their personal stories and achievements with whom our target audience could connect with. The stories were shared through mall activations, TV shows and social media. Media partnerships ensured that we were able to reach out to a wider target audience. Women in turn would share their long-forgotten goals which Pond’s would make a reality. An event was also held which gave another reason for our target audience to come together, get inspired and share their stories with us.

Describe the success of the promotion with both client and consumer including some quantifiable results

With thousands of dreams shared, Pond’s was able to reach out to and engage with over 1,653,098 women and make them realize that it is never too late to follow your dreams. Brand equity increased by 7.14% with the target audience labelling the brand as ‘Most often used brand’. Pond’s positioned themselves as a brand that “inspires women to feel more positive about themselves” and “makes you look and feel beautiful” (MillwardBrown, 2015) The campaign beat leading competitor brands to being one of the most recommended brands with a net advocacy of 26% and a market share growth of 32%.

Explain why the method of promotion was most relevant to the product or service

The iconic women were able to give the brand a credible voice which Pond’s was struggling to achieve in the region. Our target audience was able to open up and connect to the brand on a personal level which helped build affinity between Pond’s and consumer. Mall activations allowed women to experience the various skin care solutions and TV shows helped women to learn more about the brand, heritage and expertise in skin care solutions. The event at the end of the campaign helped showcase the brands purpose and gave for women in the region a reason to come together.