{"id":188710,"date":"2023-06-20T14:47:52","date_gmt":"2023-06-20T06:47:52","guid":{"rendered":"https:\/\/www.grab.com\/sg\/?p=188710"},"modified":"2023-06-20T15:17:22","modified_gmt":"2023-06-20T07:17:22","slug":"how-ponds-achieved-an-ad-recall-of-8-with-superapp-advertising","status":"publish","type":"post","link":"https:\/\/www.grab.com\/sg\/enterprise-blog\/how-ponds-achieved-an-ad-recall-of-8-with-superapp-advertising\/","title":{"rendered":"How Pond\u2019s achieved an ad recall of +8% with superapp-advertising"},"content":{"rendered":"\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\"GrabAds\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Challenge<\/b><\/p>

Pond’s is dedicated to developing innovative skin care solutions that address the ever-changing needs and concerns of women.<\/p>

While fighting signs of ageing is a top priority for many consumers, Pond\u2019s found that many aren\u2019t 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\u2019s decided to experiment with a new retail media channel: superapp advertising.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Solution<\/strong>
With the 11-11 Singles’ Day shopping festival upcoming, Pond\u2019s worked with GrabAds to build awareness of Pond’s Age Miracle and to drive traffic to Pond\u2019s 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.<\/p>

To measure the campaign\u2019s impact on critical brand metrics, GrabAds commissioned a brand lift study from media measurement company Kantar.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\"GrabAds\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Results<\/strong>
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%.<\/p>

What\u2019s more, Kantar\u2019s analysis showed an uplift in ad recall of +8%<\/strong>, roughly 1.3x higher than Kantar SEA norm<\/strong>. It also measured a 3% uplift in association, with customers agreeing that \u201cPond\u2019s Age Miracle helps to fade brown spots\u201d after being exposed to the campaign. Kantar\u2019s benchmarks show that GrabAds\u2019 performance as a branding tool is on par with that of more established platforms.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\n\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\tSpeak with us<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"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\u2019s found that many aren\u2019t yet aware of its full range of anti-ageing products and the benefits they offer. To raise awareness and communicate […]","protected":false},"author":1471,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[487,496],"tags":[],"acf":[],"_links":{"self":[{"href":"https:\/\/www.grab.com\/sg\/wp-json\/wp\/v2\/posts\/188710"}],"collection":[{"href":"https:\/\/www.grab.com\/sg\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.grab.com\/sg\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.grab.com\/sg\/wp-json\/wp\/v2\/users\/1471"}],"replies":[{"embeddable":true,"href":"https:\/\/www.grab.com\/sg\/wp-json\/wp\/v2\/comments?post=188710"}],"version-history":[{"count":13,"href":"https:\/\/www.grab.com\/sg\/wp-json\/wp\/v2\/posts\/188710\/revisions"}],"predecessor-version":[{"id":188797,"href":"https:\/\/www.grab.com\/sg\/wp-json\/wp\/v2\/posts\/188710\/revisions\/188797"}],"wp:attachment":[{"href":"https:\/\/www.grab.com\/sg\/wp-json\/wp\/v2\/media?parent=188710"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.grab.com\/sg\/wp-json\/wp\/v2\/categories?post=188710"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.grab.com\/sg\/wp-json\/wp\/v2\/tags?post=188710"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}