Campaign details

Brand: Pond's
Brand owner: Unilever
Lead agency: Mindshare Indonesia
Country: Indonesia
Industries: Skin care, sun protection
Media channels: Competitions & contests, Mobile & apps, Online video, Programmatic display, Radio & audio, Social media
Budget: 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 was curated by Maudy herself, who chose the ingredients to suit young women's needs based on social listening and trending natural ingredients.