Campaign details

Brand: Pond's
Brand owner: Unilever
Lead agency: Mindshare
Contributing agencies: Arcade
Country: Indonesia
Industries: Skincare, sun protection
Media channels: Content marketing, Mobile & apps, Online display, Online video, Programmatic display, Social media, Word of mouth, advocacy
Budget: 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 within this segment would help Pond's keep up with millennial trends in the face category.

However, since Pond's Micellar Water entered the market later than competition, Pond's needed to educate consumers on its superiority, thus setting the image of a micellar expert in the country. Pond's needed to make an impactful entrance to challenge the market.