POND’S Glows With AR on Mobile, Drives Consideration Among Filipinas
POND’S Glows With AR on Mobile, Drives Consideration Among Filipinas
Asia
POND’S Glows With AR on Mobile, Drives Consideration Among Filipinas
Solution
Identifying Target Audience, Engaging with Customers, Acquiring New Users

About POND’S

POND’S is one of the most widely loved beauty brands and was established in 1846. At its core, the brand believes that beauty is for all, and this approach has won hearts everywhere, including in the Philippines.

Highlights

1.65 Mn
Filipinas reached
31%
of surveyed ad viewers reported consideration to purchase
InMobi Case Study

“InMobi has been a wonderful partner in ensuring our campaign reached the people we wanted to know about our product. The smooth and effortless execution of the AR filter and the enthusiastic team made it a delightful experience.”

Isabel Galang
Isabel Galang
Senior Asst. Brand Manager

The Brand Objective

POND’S was aware of the increasingly democratized skincare category in the Philippines. With new brands cropping up in the country, competition was growing. Moreover, Filipinas had a heightened sense of awareness about how different products suit various skin types and ingredients. Therefore, they were constantly searching for personalized recommendations. At such a time, the brand wanted to drive awareness and purchase consideration among Filipinas for its product, the POND’S Age Miracle Ultimate Youth Essence serum. The goal was also to reach out to those who bought competitors’ skincare products.
The Brand Objective

The Solution

POND’S partnered with Mindshare Philippines and InMobi to achieve its objectives in an engaging and thoughtful manner by reaching relevant audiences and offering them a fun, interactive experience in two steps.
The Solution

Step 1: Reaching the Right Filipinas With Sharp Targeting 

The brand reached Filipinas in the age range of 25 to 44 years, finding those who were more likely to invest in skincare and lifestyle products on apps they loved. The reach was further refined with Inquiro Audiences, helping the brand reach niche segments, such as beauty chain regulars, university students, fresh graduates, and skincare enthusiasts. To ensure that the target audience saw the experience when their engagement levels were high, POND’s reached out to them on top gaming apps. 

 

Step 2: Amplifying Engagement With AR 

POND’S created a custom interactive AR filter that grabbed their attention by asking them if they are prone to collagen loss. Once intrigued, Filipinas had to answer five questions about their lifestyle to arrive at how much collagen their skin loses in a day. To each question that popped up on the filter, they had to nod to answer “yes” or “no”. The results came with a recommendation of POND’S Age Miracle product, showing them how it would help replenish collagen. The viewer could choose to buy the product straight from there, driving immediate purchase by laying the foundation of a personalized recommendation. 

 


Creative Experience 

The Results

With sharp audience targeting and an immersive AR experience, Pond’s gave its campaign a glow-up. A brand lift study by InMobi found that the campaign had positive effects on awareness, consideration, and message association.

The Results
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