Challenge
Pond’s is dedicated to developing innovative skin care solutions that address the ever-changing needs and concerns of women.
While fighting signs of ageing is a top priority for many consumers, Pond’s found that many aren’t yet aware of its full range of anti-ageing products and the benefits they offer. To raise awareness and communicate the benefits of its serum, Pond’s decided to experiment with a new retail media channel: superapp advertising.
Solution
With the 11-11 Singles’ Day shopping festival upcoming, Pond’s worked with GrabAds to build awareness of Pond’s Age Miracle and to drive traffic to Pond’s pages on ecommerce sites where users could buy the products. The campaign promoted the Age Miracle serum to women aged 18 to 50 in six key cities, with a specific focus on those aged 25 and above. The campaign messaging connected with a top concern for age-conscious consumers: fading brown spots.
To measure the campaign’s impact on critical brand metrics, GrabAds commissioned a brand lift study from media measurement company Kantar.
Results
The campaign delivered 6.8 million impressions with a unique reach of 3.16 million users, along with a very healthy CTR of 0.8%.
What’s more, Kantar’s analysis showed an uplift in ad recall of +8%, roughly 1.3x higher than Kantar SEA norm. It also measured a 3% uplift in association, with customers agreeing that “Pond’s Age Miracle helps to fade brown spots” after being exposed to the campaign. Kantar’s benchmarks show that GrabAds’ performance as a branding tool is on par with that of more established platforms.
