Goal
Ponds, a popular brand under Unilever, aimed to ensure customers were connected with the brand, enhancing resonance.
Strategy
- Digitization with a personalized touch
While participants felt best personally, their socials also saw this and the brand name associated with the post caption, boosting social visibility. - Marketing with optimum capital intensity
There have been perceived differences in the beauty care industry, but encouraging customers to showcase themselves willingly was a strategic investment that led to organic brand awareness. - Marketing values instead of the product
The goal is to make people feel good about themselves, aligning with the brand’s core values without aggressive promotion.
