CHANGE IS BEAUTIFUL

TitleCHANGE IS BEAUTIFUL
BrandUNILEVER PHILIPPINES
Product / ServiceUNILEVER POND'S
EntrantUNILEVER PHILIPPINES Manila, THE PHILIPPINES
Idea Creation UNILEVER PHILIPPINES Taguig City, THE PHILIPPINES
Idea Creation 2 OGILVY & MATHER PHILIPPINES Makati City, THE PHILIPPINES

Credits

Name Company Position
Faus Ontengco Ogilvy & Mather Philippines Senior Art Director
Lito Gemora Ogilvy & Mather Philippines Creative Director
Arriane Veloso Ogilvy & Mather Philippines Senior Copywriter

The Campaign

After years of research, The Pond’s Institute has discovered the best ever skin care solutions to suit the changing world and women’s changing skin care needs, with the best ever Pond’s: Pond’s Acne Clear for acne and oil, Pond’s White Beauty for skin darkening and dark marks, and Pond’s Age Miracle for accelerated aging. Pond’s launched the #ChangeisBeautiful campaign to communicate these best ever solutions for the modern woman.

Creative Execution

Phase One: JOLT • Pre-event billboards and lower screen graphics on cable that directed viewers to tune in the Pond’s #ChangeisBeautiful Facebook Live event. • Leveraged on the reach of the Pond’s ambassadors celebrity endorsers, beauty experts, and bloggers. • Pre-event teasers on social. Phase Two: PERSUADE. • Seeded content that activated Pond’s ambassadors along with fan bases. • Live stream of the PR launch thru Facebook Live and Periscope, bringing the on-ground event within reach to millions of Filipinas nationwide. • Simultaneous broadcast of the newTVCs for Pond’s White Beauty and Pond’s Age Miracle were launched in the same day, along LED screens along high-traffic locations, and an overarching thematic film on Facebook and Youtube.

- 22 million Filipinas across media touchpoints (vs 9 million target). - Over 1.2 million mentions on Twitter, 877 million impressions, reached 13.4 million Filipinas and a total of 1.94 million paid and organic views. - Php 20.9 million worth of earned media values. - TVC reached 18 million Filipinas in 4 weeks, hitting targets at 73% reach at 2+ frequency. - LED Billboards hit 17 million eyeballs at target 10% Share of Voice in 2 weeks. - Monthly sales since the campaign increased 11% vs the same period last year.

It was important to use multi channels in order to reach our target audience efficiently and at key moments, when they would engage the most.

Phase One: JOLT. Pond’s wanted consumers to realize the drastic change in the environment, and how their basic skin care routine won’t be enough for the modern world. To shake them out of their complacency, Pond’s created various teasers prior to the campaign launch to help create tension and hopefully reach out with the message that today’s environment is too harsh for our skin. Phase Two: PERSUADE. The #ChangeisBeautiful multi-platform launch elevated the way Pond’s connected with Filipinas—taking over screens in the moments that matter, following them on every step of the consumer journey with our biggest TV campaign, and moving LED billboards in high-traffic locations.

Links

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