2016 Winners & Shortlists

Brief Explanation

Our client, Pond's, wanted to communicate its anti-ageing capabilities on its Facebook page. With a very low budget, the client wanted to spread awareness efficiently and heighten engagement. With Microsoft's age-guessing app taking the internet by the storm, we saw an opportunity not to be missed: an age-guessing app vs. a product that fights ageing. We swiftly created a Facebook post that challenged the age-guessing app's ingenuity and denounced its intelligence against our brand. Both Microsoft's app and our brand have to do with age and this was a perfect fit and a perfect opportunity for some smooth newsjacking action!

Results and Effectiveness

15 thousand 300+ likes (page average is 2000) 100 shares (page average is 10) 400+ comments (page average is 50) The beauty of such execution is how it changed women's view on age where we had fans sharing their own trials with the age-guessing app and publicly revealing their real age vs the guessed age. App results were always much younger than our fans' real age and this further strengthened our brand's claim. Some fans uploaded our post on the app where the app had a disclaimer "sorry if we didn't guess the age right ..."

Creative Execution

Our execution was fairly simple, we mimicked the actual interface of Microsoft's app in a Facebook post. It looked like our brand tried the app with a picture of a lady who uses Pond's but the app failed miserably at guessing the age. We've replaced the part of the app that reveals the number with question marks proving the power of our brand in the face of the internet's most famous and most intelligent age-guessing app. Our post's copy was: No matter how advanced these robots get, they’ll never guess your real age with Pond’s. #NotJustAPrettyFace #HowOldRobot #Ponds

Insights, Strategy and the Idea

Pond's consumers look at the brand for effectiveness - they want to see immediate results. They not only look for internal satisfaction but they also love it when people notice their skin. The Microsoft app's online success dictated the medium. It's life and rise to fame on social media prompted a quick response from our side with a bit of an urgent genius. We used Facebook for the mass, targeted reach we could get in a short span of time.