Pond's: Branded Content x Collab Ads

Loren Saguil, Clarysse Estremadura, Veronica Valencia

Skincare brand, Pond's, used influencer marketing to drive conversion amongst Gen Z and millennials in the Philippines.

Campaign details

Brand: Pond'sBrand owner: UnileverLead agencies: Unilever Philippines, Mindshare PhilippinesContributing agency: Facebook PhilippinesMarket: PhilippinesSector: Skin care, sun protectionMedia channels: Content marketing, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

As social media continued to expand, the rise of the influencer continued – people who managed to connect brand to consumers in a way that was more authentic and believable than normal advertising efforts.

The beauty and skin care category, meanwhile, slowed down due to the COVID-19 pandemic versus previous years. However,...

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