Pond's location-based mobile campaign an industry champ

Objective

The female face care segment in Indonesia is stiff competition, and Pond's key objective in their recent campaign was to maintain its leading position and current market share. They needed to reinforce their messaging to loyal customers, convince former customers to get back on board, and attract fresh audience.

To acheive this, Pond’s launched an integrated, multi-channel campaign over TV, OOH, online and digital, with mobile as a key component. At its core, the campaign sought to educate Indonesian women of the hidden dangers they're exposed to everyday.

Target Audience

More than 8 million Indonesian women travel to work from satellite cities to Jakarta. The campaign targeted these Indonesian women between the ages of 18 to 25 that commute daily via train. These women were well aware of the pollution stemming from buses and motorcycles, but didn’t realize they were also exposed to pollution from mass transportation like trains. In fact, many thought these modes of transport operated pollution-free.

Strategy

Pond’s strategy was to shine a light on this misconception during the audience's moment of truth—while travelling via train, and a brand study discovered that the best means of outreach was through mobile and outdoor ads. Utilising a powerful combination of location-targeted mobile technology and relevant outdoor media, a mobile ad found its way onto screens while at train stations, encouraging women to recognise the extreme pollution their faces were exposed to on a daily basis.

Execution

The ad invited viewers to unveil the hidden dangers of pollution themselves. To run the gamut of public transport, Pond’s ran two ads: one for nationwide TV and online, and one to locally integrate on trains. 15 percent of the media plan was allocated for the mobile campaign.

The mobile ad focused on the relevance of two key elements, commuting and pollution. The message, “You are exposing your skin to danger” was communicated visually through rich media. The mobile interstitial ad exclusively invited the target audience to take a photo of designated Pond’s posters at train stations as well as inside the train carriages. The photo then filled with pollution particles, showing that women’s skin was not safe from harm.

Pond’s also used programmatic buying to ensure superior audience segmentation and location-based targeting, the medium also allowed for better budget allocation and enhanced real-time engagement.

Result

The campaign was a success, reaching more than 12 million women, overshooting their original KPI by 8 percent and directly contributing a 5 percent business growth. The results exceeded expectations and helped Pond’s to maintain its market share and gain 20 basis points in a very competitive sector. It was also honoured at the 2018 Mob-Ex Awards, receiving gold in the Best campaign: Location-Based Marketing category.

“With good insight and a powerful message delivered masterfully on mobile, this campaign successfully educated the market through Pond’s first experiential, mobile-OOH cross-media execution, exceeding its targets” – Melinda Savitri, senior brand manager, Pond’s