BRAND BACKGROUND:
POND'S is one of the skincare brands with a long history of development in Vietnam under Unilever. In recent years, when people's demand and knowledge about skincare products/routine are increasingly diverse and expanding in many segments, the biggest challenge for brands is how to keep brand's consistent core values which have been building for a long time, while adding fresh vibe to products through formula, ingredients and representative images.
2021 marked a successful year for POND'S when successfully launching new Beauty Glow Serum line with 03 special ingredients to help you shine like an idol in an authentic way. This comeback, POND'S also well impressed their targeted audience with the appearance of the brand representative Wendy - a member of the popular K-Pop girl group and structured local influencers marketing deployment.
ROLES OF KOLS:
Because of the specific nature of the beauty care industry, products before being purchased and used would often be review-checked and learn information from people who have used the product. Therefore, a powerful force of hot Beauty Bloggers and Tiktokers have been mobilized to communicate an objective view of product uses and benefits to customers using skincare products in general and GenZ customers in particular. The selected names for this campaigned can be mentioned as:
Hot Influencers and beauty bloggers: Chloe Nguyen, Nguyen Newin, Dao Ba Loc, Salim, Nhung Gumiho, Cloud Do Khanh Van...
Tiktokers: Quynh Thi Tran, Yul Daily, Bach Ngoc Anh Thu, Van Pham...
Dermatologist: Dr. Hanh Nguyen, Dr. Bich Na...
Kpop Group & Beauty Community: Wendy's Vietnamese Fanpage, K Crush, Lac Sau Bich, Dep Lemongrass..v.v
Their scope of work did not only stop at spreading out information. Above all, we dealt with KOLs for their scope of work to show audience demo applying directly on their skin as a must and support to do affiliate marketing for brand. The above list is who that both The A List and POND'S believe can build product trust and convince to use from an expert and celebrity perspective. Besides, the strategy of leveraging Tiktok platform and Facebook.
RESULT:
This unbeatable KOLs list helped us win dea pitching and started to deploy only 5 days afterwards with the most optimal budget package KOLs scope of work.
Campaign has achieved more than 3,989,900 views, 155,887 reactions and over 1,478 buzzes and successfully leverage POND'S 3D Bright Serum awareness.