Pond's: Gains Ground by Train

Pond's, a skincare brand, increased sales by using a mobile-led campaign that showed women the levels of pollution on their commute through pictures they shared while on their train ride in Indonesia.

Campaign details

Brand: Unilever/Pond'sLead agency: Mindshare Indonesia, Unilever, AdColonyRegion: APAC

Objectives

The female face care segment in Indonesia faces stiff competition. The key objective of Pond’s was to maintain its current market share.

In 2017, the segment is faced with this business challenge: a downward trending and fluctuating market share. How then does the brand maintain its relevance?

Being a leader with a market share to maintain, Pond’s needed to reinforce the message to its loyal customers, convince former customers and attract new users by reaching as much audience as possible with selected messages.

Pond’s...

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