Campaign details

Brand: Unilever / Pond's
Lead Agency: InMobi | Mindshare Indonesia
Region: Indonesia

Strategy

Objective

While modern millennial Indonesian men were interested in developing healthy skincare regimes, they found the existing market to be dominated by products for women. The Pond's Men Acne Solution catered to the nuanced skincare needs of men. It made the use of patented Lock and Clear Technology which helped remove acne causing bacteria, a common cause of concern, in 3 days.

But how does Pond's effectively communicate the benefits of their product to their target group of millennial men, who are constantly on the move? How can a brand successfully execute personalized marketing at a large scale? In a country like Indonesia which is the 4th largest smartphone market the answer was easy: by reaching potential consumers through the medium of mobile.

Target Audience