Pond's: Re-writing the influencer playbook

Beauty brand Pond's used an influencer strategy to launch a new skincare product in Indonesia.

Campaign details

Brand: Pond'sBrand owner: UnileverLead agency: MindshareContributing agencies: ArcadeCountry: IndonesiaIndustries: Skincare, sun protectionMedia channels: Content marketing, Mobile & apps, Online display, Online video, Programmatic display, Social media, Word of mouth, advocacyBudget: Up to 500k

Executive summary

Pond's, the market leader in the Indonesian face care category, had been facing declining market share for six years. Pond's knew that it had to catch up and so made changes to stay relevant to its audiences.

Due to the rising popularity of micellar water in Indonesia, gaining superiority...

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