Pond's: The "Pay with Selfies" Sale

Angelica Banzon

Face care brand Pond's managed to shift sales growth of its anti-aging line in the Philippines by partnering with a social and e-commerce platform.

Campaign details

Brand: Pond'sBrand owner: UnileverLead agency: MindshareContributing agencies: Jet8Country: PhilippinesIndustries: Skin care, sun protectionMedia channels: Mobile & apps, Social mediaBudget: 500k - 1 million

Executive Summary

Pond's Philippines holds its annual Big Beauty Sale to recruit new users for their anti-aging line, because promos are historically an effective strategy in inducing trial. But after years of continuous competitive sales in this category, the market was already saturated with beauty sales and offers from Pond's and its competitors.

To drive product trial and purchase, Pond's needed to find a...

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