SINGAPORE — Beauty brand POND’S, alongside Red Velvet K-pop idol Wendy, has launched a unique experiential “shopper-tainment” campaign on Shopee.
Sitting at the intersection of pop culture, technology and social commerce, the “POND’S Glow Stage” campaign from Virtue APAC, the creative agency powered by VICE, moves beyond traditional tactical shopper marketing by drawing on cultural insights to drive brand engagement, alongside promotions and sales.
Activating on Shopee, the largest ecommerce platform in Southeast Asia, Virtue leveraged POND’S brand ambassador Wendy to activate the Unilever-owned POND’S Bright Beauty 3D Glow Serum during the “Brand Spotlight Day” in the Philippines and “Super Brand Day” in Indonesia.
Marking POND’S first entry into Web3, a limited-edition NFT has been created by Indonesian 3D artist and animator Rifqi Ardiansyah. Partnering with music-based NFT platform, OurSong, 3,000 exclusive NFTs are being offered as a gift with purchase when consumers buy POND’S products during the #PondsGlowStage campaign days in both countries.
Further brand engagement is being generated by a special Instagram AR filter that can help fans glow with Wendy and a Shopee catch game to collect points which can be used towards purchase.
Virtue Group Creative Director Chris Gurney said: “Promotional communications are traditionally heavily focused on discount messaging at the expense of brand equity. With Southeast Asia accounting for the fastest growing digital sales in the world, we wanted to ensure POND’S Bright Beauty 3D Glow Serum stood out in a crowded market. By using NFT, AR filter and Shopee game, POND’S is disrupting the e-comm ecosystem while keeping the brand fresh and relevant amongst its target audience with its first foray into the exciting Web3 space.”
POND’S Global Brand Director Jopa Malantic also commented: “We are always seeking out new ways to deliver the most engaging experiences for our customers. Combining cultural impact with technology and commerce, we are excited to share the science-backed story of POND’s Bright Beauty 3D Glow Serum in a fun and engaging way.”
CREDITS:
Client: Unilever – POND’S
Global Brand Director: Jopa Malantic
Global Digital, eCommerce, PR Lead: Bianca Sing
Global Assistant Brand Manager: Hilarie Lim
Agency: Virtue APAC
Business Director: Victoria Fernandez
Account Manager: Elaine Shin
Strategy Director: Zoe Chen
Group Creative Director: Chris Gurney
Associate Creative Director: Nuno Dores
Creative Lead: Dini Lestari
Designer: Andre Barley
Head of Production: Ann May Chua
Production Partner: The Carrot Collective
