Pond’s X Maudy Ayunda

Skincare brand Pond's took a precision-mobile marketing approach to revamp its image and appeal to young women in Indonesia.

Campaign details

Brand: Unilever / Pond's Lead agency: Mindshare IndonesiaCountry: Indonesia

Strategy

Objective

Pond's wanted to refresh its image, as it had become considered an old and unattainable brand. They set out to do this through re-packaging their whole look and introducing their new variants with a new brand ambassador that reflected these changes.

Pond's used a data-driven approach to match different variants with highly relevant audience interests. The key performance indicators for this campaign were create massive awareness and engagement of the new product.

Ultimately, the goal was to grow the business and makes...

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