Unilever

The Objective

Celebrating Women on a Key Date

Two brands, Ponds and Dove, which celebrate strong and authentic femininity knew that they had to present for the biggest women empowerment day of the year: Dia de la Mujer. Their marketing teams needed to amplify this messaging within a platform that not only has mass reach, but an interactive and socially conscious audience that would appreciate and resonate with the messaging–the obvious choice was TikTok. Partnering with creators and an editorial content highlight, Ponds and Dove were able to stand out on this key date, standing together with women for empowerment.

The Solution

Hyper-Relevant, Engaging Formats

Creators had to be a key part of this celebration of female empowerment: real women, honest creators. Leveraging a mix of spark and infeed ads for amplification allowed for a targeted messaging speaking to their audience, women. Still, Dove and Ponds wanted to stand out their brand awareness above other brands, they needed more. Using TopView, the brands were able to have first impact in Colombia, having the first brand association on the date.

The key differential was the brand integration they had within TikTok’s editorial hub around woman’s day. An editorial hub housing all content associated around Women’s Day including inspirational women creators and TikTok Lives featuring the celebration. This put the brand in the heart of the celebration in TikTok.

The Results

The Perfect Mix

Between both brands, Ponds and Dove were able to generate over 103M impressions, and 460K clicks. Most importantly, the brands were able to generate impact during a crowded advertising moment, proved with an Ad Recall of +16.8%. They were also able to demonstrate that a strategy involving creators, infeed and editorial content is a formula for success during key dates.