Pond's X Maudy Ayunda

Skincare brand Pond's took a precision-marketing approach to support an influencer partnership, in a bid to revamp its image to halt declining market share among young women in Indonesia.

Campaign details

Brand: Pond'sBrand owner: UnileverLead agency: Mindshare IndonesiaCountry: IndonesiaIndustries: Skin care, sun protectionMedia channels: Competitions & contests, Mobile & apps, Online video, Programmatic display, Radio & audio, Social mediaBudget: 1-3 million

Executive summary

Young Indonesian women have different backgrounds, personalities, and skin types. To celebrate the differences between them, Pond's collaborated with Indonesian singer-songwriter, actress, and activist for education and youth-related interests, Maudy Ayunda, to create a facial foam that catered to the different audience needs, so every young woman could feel bright and glowing. It...

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