Pond's: #LetsClay

Jerika Vilan, Alexandra Marie Santos, Martin Laurel

Skincare brand Pond's courted millennials and Gen Z consumers with a digital and PR campaign to launch its clay cleanser range and start a new beauty trend in the Philippines.

Campaign details

Brand: Pond'sBrand owner: Unilever PhilippinesLead agency: 1 Digital Media Group Inc.Contributing agencies: Mindshare Philippines, Visions PRCountry: PhilippinesIndustries: Skin care, sun protectionMedia channels: Events & experiential, Livestreaming, Merchandise & free gifts, Public relations, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

The skincare industry has changed drastically over the past three years, with millennials and Gen Zs largely responsible for this shift. Likewise, the skincare category experienced a massive upturn, due to the influx of new brands, innovative products and trends spearheaded by...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands