Pond’s: Mobile gamification delivers blockbuster engagement for Pond’s Men x Spider-Man campaign

Pond's, a skincare brand, launched a campaign in Indonesia to raise brand awareness and consideration, and drive trials of the limited edition Pond's Men Spiderman products through promo and activation.

Campaign details

Brand: Pond'sAgency: MindshareRegion: APAC

Strategy

Objective

Already a leading brand with strong brand equity in the female skincare sphere, Pond's wanted to build the same level of relevance and leadership for its male skincare line, Pond's Men.

While currently the second leader in the male cleanser category — Pond's Men dethroned its competitors in 2021 and continues to grow — there's still plenty of opportunity to further educate Indonesian men about proper skincare. Brand research had revealed that despite the increase in men's grooming products, a lot of them often still wash their...

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