+9 points
action intent
+13 points
ad awareness
+3.4M
unique reach
Pond’s Utilized Multi-format Strategy to Drive Purchase Intent and Awareness in Mexico
The Story
Unilever’s beauty brand, Pond’s, partnered with Snapchat to increase awareness and purchase intent for their new product line, HydraFresh, by leveraging a multi-format campaign to reach female millennials on Snapchat. The campaign was launched for Dia De Los Muertos in Mexico, and continued running always on until the end of the year.
The Solution
By taking over Snapchat on October 31st, with a National Lens in Mexico, Pond’s launched the campaign allowing Snapchatters to experience their product with a fun AR Lens.
In order to drive reach and frequency, Pond’s launched a second AR Lens, Snap Ads and Filters using the Awareness goal-based bidding strategy for the following 3 months of the campaign.
The Results
The campaign was memorable for Snapchatters, as demonstrated by a lift of +13 pts1in Ad Awareness. There was also notable +9 lift in Purchase Intent1 for Snapchatters who were exposed to the campaign compared to those who were not impacted.
"Pond’s, as a skin care expert brand, has accompanied women in their facial care routine for more than 150 years. With our new collection, Fruity Hydra Fresh, we wanted to make the skin care routine a joyful experience. We invited our consumers to live the Pond’s Hydra Fresh experience through Snapchat’s augmented reality so they could have fun while taking care of their skin."
- Carolina Soto, Brand Manager Skin Care, Unilever Mexico
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1 Snap Inc. brand lift survey of MX Snapchat users November 2 - December 26, 2019.
2 Snap Inc. internal data November 2, 2019 - December 26, 2019.