Client: Unilever Indonesia
Product: Pond’s Flawless White BB+ Cream
Category: Health & Beauty
Agency: Mindshare Indonesia, Inmobi
Mindshare Indonesia and Inmobi were charged with educating the target audience about Pond’s Flawless White BB+ (blemish balm) Cream, especially as the “instant repair” solution to a woman's everyday look, while creating a meaningful experience that induced trial for the target audience.
Pond’s Flawless White BB+ Cream was launched in Indonesia in December 2012 and was the first to be introduced in the “masstige” -- mass produced but luxurious and prestigious -- category. 2013 was focused on building awareness and penetration, and it worked very well for Pond’s. Then in mid-2013, Garnier introduced its own BB cream at approximately one-third the price. With the BB cream turf heating up, other brands, international and local, also became active in advertising and running promotions and price discounts. The result wasn’t too hard to predict – sales of Pond’s Flawless White BB+ Cream fell.
With a higher price, no product innovation, and TV material, Mindshare Indonesia and Inmobi were faced with a difficult task. The agencies wanted to reach urban females in their mid- to late 20s who were independent, career-oriented and upwardly mobile. They were hardworking and ambitious. Most of their time was spent outside of the house, and on weekends they tended to be involved in social gatherings with friends.
The ultimate customer was price conscious. She loved to shop online and read product reviews by other shoppers before making her decision to buy or not. Her mobile phone was her gateway to the Internet, particularly social media. She loved taking selfies, and using #NoFilter was becoming trendy. Everyone wanted to look flawless effortlessly.
Pond’s conducted research and found two main conclusions:
1) Women who tried Pond’s Flawless White BB+ Cream were able to distinguish the product as being superior over the competition and became loyal users. Thus, the key was to educate and induce trial.
2) Price wars and vanilla advertising were not going to induce trial. Since the product is for daily use, the target audience had to be engaged via a platform that was an integral part of their day-to-day lives.
These consumer insights gave rise to the campaign idea and communication strategy: Picture Perfect. A mobile ad was created that allowed users to click a selfie, correct it virtually with Pond’s Flawless White BB+ Cream and share it on their Facebook profiles. To drive trial, the agencies pulled in a real-time feed from partner -- eCommerce site Lazada -- where they could buy the product and achieve the same flawless look in the real world. Lazada is the biggest eCommerce site in Indonesia.
This was the first time that users could take a picture from within the rich media banner without going to a site or downloading an application. Pond’s wanted it to be an easy and seamless experience from photo to purchase for the busy female audience.
With no TV asset, Mindshare and Inmobi focused on mobile to do sharper targeting and to take advantage of the native camera feature of smart phones – something that the selfie-crazy audience was very familiar with. In this case, 100 percent of the campaign budget went to mobile.
By clicking on the ad, the user could take a selfie using her mobile phone’s camera. Then by scrolling the tube of Pond’s Flawless White BB+ Cream over it, she was able to make it blemish free, flawless and whiter – just like the cream would work on her skin. This helped educate the user about the product benefit and give her a virtual trial.
The mobile ad then enabled the user to directly connect to Lazada, where she could read real-time, updated reviews by other users and buy Pond’s Flawless White BB+ Cream.
Prior to the campaign, Pond’s Flawless White BB+ Cream sales were declining and there was no TV support to educate the market about how much better the product worked as compared with cheaper alternatives.
The campaign was successful in increasing sales on Lazada by 260 percent versus the previous month’s average sales prior to the campaign. In addition, direct purchase from mobile resulted in a 16 percent higher average basket size value than through desktop.