Face care segment in Indonesia is highly competitive and Pond’s face care was facing a was declining market share and volatility in sales. The consumer challenge was to attract new users and convince existing consumers that Pond’s Face wash was really effective in protecting them against pollution in order to maintain the market position.
Pond’s launched an integrated campaign leveraging the power of mobile location technology with contextual messages when the consumer was likely to be most receptive to these messages augmented with OOH. The campaign sought to educate women about the Pond’s facial foam product that aimed to help Indonesian women address the hidden dangers they were exposed every day during their commute in trains.
The campaign employed a programmatic buying and leveraged AdColony’s superior audience segmentation and targeting, geo-fencing of the selected locations, and the ability to measure better the engagement in real time to reinvest budget in the right stations. The campaign was a resounding success and led to over 12 Mn Target Audience- 8% over target . Business growth 5% and not only able to maintain the market share but its successfully increase 20+ BPS market share.