Pond's

The objective

Breaking through a new category

Pond's, the renowned beauty and wellbeing brand, was gearing up for the launch of their new Serum Pure Concentrate. For this new product, Pond's wanted to make a splash beyond their industry. Recognizing the seamless connection between beauty and the expansive reach of fashion, Pond's focused on strategically broadening its consumer base.

With its inherent ties to beauty and wellbeing, the fashion industry was a natural ally, with significant consumer reach and engagement. Pond's seized the opportunity to weave its brand into the fabric of the fashion world, aiming to make a huge splash with the launch of their Pure Concentrate Serum. The goal was clear: elevate consumer awareness of the launch by successfully aligning with the fashion scene and tapping into new industries for the brand.

The solution

Community impact in #FashionForward

In TikTok, everyone and every brand is dynamic, that's why we say we have Community Fluidity. No one person or brand fits into a single box, and Pond's knew they could leverage this opportunity. To align but distinguish themselves with such a crowded industry, Pond's had to remain true and authentic to themselves, and an opportunity through TikTok was the ideal way.

To captivate the fashion audiences, Pond's turned to the biggest fashion event in the market, Mexico Fashion Week. By sending creators to fashion week in Mexico, Pond's was able to capture their full journey, but also give their Colombian audiences a closer look to an exclusive event, #FashionForward from TikTok. Both creators developed content surrounding their preparation using Pond's Pure Concentrate Serum along with other products, but also how they lasted through the day through an entertaining lens. Pond's included both getting ready videos and event videos to seamlessly align the brand, the creators and the event. Using the mix of Top View content for maximum exposure during a big season, along with in-feed and spark ads, Pond's aimed to captivate and maintain resonance with their audiences.

Pond's amplified 6 pieces of content from each creator, while using a Brand Lift study to understand the impact of their activation.

The result

Gaining momentum with a new consumer base

The breakthrough from Pond's was clear. Not only were there positive results in the study; 8.2% lift in Ad Recall and 3x the average lift in Awareness vs the regional benchmark. There was also a specific product impact with an 8.6% lift in recall of the product launch of the Vitamin C Serum.

The creator's content truly captivated the TikTok community, generating over 38 million views within their 12 posts. Additionally, audiences responded positively, commenting, sharing, and saving posts, generating over 165K interactions.

Even more, users began to search for Pond's; they saw an overall 540% increase in searches for Pond's within TikTok during the campaign period. This included overall brand searches along with product-specific searches.