Pond’s was challenged in the Philippines in 2016, losing share and penetration to smaller brands and to face proxies. Consumers were content with their basic skin care, and thought that it was enough to answer their skin care needs.

The world is changing. The sun is harsher, pollution is getting worse, and stress levels are getting higher. With the change in environment, women’s skin care needs are changing. They need better solutions to combat the stressors on the harsher environment.

Phase One: JOLT

• Pre-event billboards and lower screen graphics on cable that directed viewers to tune in the Pond’s #ChangeisBeautiful Facebook Live event.

• Leveraged on the reach of the Pond’s ambassadors celebrity endorsers, beauty experts, and bloggers.

• Pre-event teasers on social.

Phase Two: PERSUADE.

• Seeded content that activated Pond’s ambassadors along with fan bases.

• Live stream of the PR launch thru Facebook Live and Periscope, bringing the on-ground event within reach to millions of Filipinas nationwide.

• Simultaneous broadcast of the newTVCs for Pond’s White Beauty and Pond’s Age Miracle were launched in the same day, along LED screens along high-traffic locations, and an overarching thematic film on Facebook and Youtube.