Pond's: Smart Online Buddy To Your Rescue

Pond’s, a skincare brand, launched a digital-first, mobile-only campaign in Indonesia to deliver the highest sales growth observed by Pond's for its flagship product during 2017.

Campaign details

Brand: Unilever / Pond'sLead Agency: InMobi | Mindshare IndonesiaRegion: Indonesia

Strategy

Objective

While modern millennial Indonesian men were interested in developing healthy skincare regimes, they found the existing market to be dominated by products for women. The Pond's Men Acne Solution catered to the nuanced skincare needs of men. It made the use of patented Lock and Clear Technology which helped remove acne causing bacteria, a common cause of concern, in 3 days.

But how does Pond's effectively communicate the benefits of their product to their target group of millennial men, who are...

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