Pond's

Context and Objective

Pond’s is more than a skincare brand; it’s a leader in anti-aging innovation, standing out in a highly competitive market. The campaign had a clear goal: to enhance the relevance of Pond’s Age Miracle and launch its new anti-aging line featuring its Vitamin C Serum as the star product, alongside its Retinol Serum and eye cream. The aim was to solidify its leadership in the anti-aging segment by targeting women aged 30 to 60 looking for a comprehensive routine to combat signs of aging.

Solution

Pond’s sought to create a genuine connection with its audience through visually engaging content that resonated with their lifestyle in Colombia. To achieve this, the brand tapped into a growing trend of live content consumption by participating as the Main Sponsor of the first-ever TikTok Live Fest in Latin America.

The Event

The event was a milestone as the first celebration in LATAM dedicated to recognizing the creativity, diversity, and talent of TikTok LIVE creators. Held on January 17, 2024, in Medellín, it welcomed over 300 guests from across the region and honored 55 winners in a night filled with live performances. The event concluded with a special performance by artist Blessd, while creators took center stage, live-streaming the event and generating over five hours of content. This content achieved 41.6 million impressions, 2.1 million unique viewers, more than 146,000 comments, and 129,000 likes.

Pond’s Integration from Start to Finish

Pond’s was strategically integrated throughout the event, from invitations and registration to the red carpet and live broadcast. Videos featuring Pond’s were displayed on vertical screens at the venue, while hosts interviewed key guests on the red carpet and led the official live stream. The brand also partnered with a squad of creators who captured pivotal moments, including two creators selected to generate content before and during the event. Pond’s sponsored the Cosplay/Makeup category, receiving on-stage mentions, providing kits for winners, and hosting an interactive booth where attendees could try makeup, test products, and create live content.

Amplifying the Experience

To maximize the impact of its sponsorship, Pond’s implemented a strategy combining authentic content with interactive tools like Super Likes and Shake Surprise. This approach highlighted the versatility of its Vitamin C Serum during different self-care moments. Collaboration with influential creators instantly captured the audience’s attention, elevating both the event experience and the product's presence.

Results

Pond’s comprehensive TikTok strategy ensured its message was delivered consistently and creatively, staying top-of-mind for its target audience. The campaign achieved impressive reach, connecting with 9.6 million people and garnering 127 million views. The #PondsAgeMiracle hashtag alone generated 231 million views (125 million during the event), with searches for the hashtag increasing by 250% compared to the previous year.

The campaign also delivered strong brand equity results. Despite already being a leading and recognized brand, Pond’s achieved a 12.4% increase in Ad Recall and a 2% rise in brand preference.As the first brand in Latin America to leverage an offline TikTok event, Pond’s demonstrated how to integrate such a platform into a comprehensive strategy, achieving tangible results across all stages of branding.4o