With Ponds Acne Clear Whites focus on the science behind acne removal and high-profile

ambassadors like Julia Barretto, it seems to have alienated a part of its potential market. The push for this
campaign is to make the product more relatable to the 15-19 year old girls of the Broad C spectrum. With
this in mind, we plan to get ambassadors from within the target, making them closer to the market we
want to penetrate. A combination of Julia Barretto and the high school ambassador will make the brand
identifiable but still aspirational. The campaign will also focus on promoting the product as part of daily
routines, which will be reflected not only in hygienic practices but even in the teens social media
accounts.
Non-digital Marketing
While the target market frequent online avenues more, these girls also spend a lot of time in
school and in malls. The brand will reach out to these girls through campaigns within the school, contests
for the next ambassadors, as well as striking billboard and in-store advertisements.
School Tour
Our non-digital campaign will begin with a Search for the Next Ponds Beauty Ambassador
school tour to directly get in touch with the targeted market. The school tour for high school students will
have a popup booth of Ponds Acne Clear White Face Scrub. Aside from a product display, the booth will
also have a vanity table display, with a mirror that has pimple cutouts stuck in them, making it seem like
the person looking at the mirror has lots of pimples; the idea is that when someone sits in front of the
vanity mirror, they can detach the pimples in the mirror, showcasing Ponds effectiveness in removing
pimples caused by oil and dirt.
The booth will also give away a free Ponds magalogue, which would feature face care tips, such
as how to care for your skin type, what to do when you have a zit, and health and lifestyle tips for a
flawless face. The magalogue should also feature an ad similar to the vanity mirror display; a 2-page ad
with the first page featuring a transparent area with pimples, and the second page featuring the flawless
face of Julia Barretto. The concept here is that the first page would make it look like Julia Barretto had
pimples, and the second page would reveal that with Ponds, she is able to have a flawless face. The ad
would include a Ponds Acne Clear White Face Scrub sample.
The booth will also display the beauty ambassador application details, indicating the requirements
for joining and the dates to remember. The tour will officially inform the interested students of the
competition, but they will be able to apply until a set deadline.
The Ponds team can coordinate with the various schools they will be visiting to sync the schools
health class topics to the Ponds visit; during the school tour, the team, with the help of the school, will be
setting up a face care talk, ending with a Q&A session; this will be supplemented by the Ponds
magalogue that will also be distributed during the tour. Here, Ponds can strengthen their positioning as
the face care expert, establishing to the students that they have the science down.
During the school tour, the mirrors in girls bathrooms could also be used in advertising Ponds
Acne Clear. The school mirrors can be divided in two; one would have pimples attached to them,
simulating the view of a face with acne. The other side of the mirror would have a Ponds view, enabling
the girls to see themselves with less or no pimples, as compared to the view from the other side of the
mirror.
The school tour will give the teens an actual image of what it would be like if the oil and dirt
trapped in their pores stay trapped, via the Ponds mirrors. Also, the teens would be able to listen to the
science behind their most common face care concerns and their solutions, and also ask some other
questions not covered in the talk regarding face care.
Search for the Next Ponds Beauty Ambassador
To make the product closer and more relatable to the target market, the next brand ambassador/s
will be ordinary girls, i.e. not actresses, singers, etc., who are extraordinary in their own way. Depending
on the candidates chosen, the ambassadors may embody girls of all interests; for example one

ambassador may be sporty, while others may be more artistic. Candidates will be scouted and
applications will be opened and advertised during the campus tours. All high school girls, ages 15-19
years
old,
may
apply
to
become
the
next
ambassador.
Applicants will be shortlisted to one candidate per school. The school body will choose the girl
who will represent the school; all applicants will send in a creative Ponds shot, and, per school, the
picture with the most likes will become the candidate. This method of selection will allow the other teens
to be invested in the competition, since they must support their most liked or preferred candidate in order
for that person to win. Also, it will allow us to select a candidate that carry the confidence of the majority in
the school, which may translate to the impact and influence the candidate carries.
Afterwards, a regional competition will be held. One girl per region will be chosen as Ponds
Acne Clear White ambassador. A national competition will then take place, with the participants being the
regional winners. The national winner will be revealed via the anonymous girl commercial and web
series. The said grand winner will also win the ultimate prom sponsorship from Ponds for her school. The
prom sponsorship will further reinforce the teens to stay tuned and become invested in the competition.
Throughout the search for new brand ambassadors, as much as possible, everything -- from the
method of selection of winners to the grand prize -- will be tailored to give opportunities to the Ponds
team to strengthen their image as the face care expert via various competition activities and
advertisements/promotions.
Each regional brand ambassador will be required to actively engage the Ponds social media
accounts, especially on Instagram. The posts need not to be explicitly about the product; the idea is that
the product is part of the daily routine instead of having the posts appear as promotions. Ponds will
capitalize on the brand ambassadors influence and impact, especially since to have won the regionals,
they must have had the support of many teens in their area.
Ponds-sponsored School Prom
The main ambassador, the winner of the Search for the Next Ambassador, wins a Pondssponsored prom night for her school. This will be a grand ball that will include the special appearances of
celebrity ambassadors like Julia Barretto. There will be prom awards sponsored by Ponds as well, e.g.
Prom Queen or Most Photogenic. Ponds will also set up photo booths and give away Ponds beauty kits,
inclusive of some of their products, including Ponds Acne Clear White Face Scrub.
Billboard
Other non-digital marketing includes an eye-catching yet informative billboard. It will feature the
Julia Barrettos face, and will be placed in an area where heavy traffic, smoke, dust and dirt are prevalent.
Half of the face will be exposed to the elements and will eventually get dirty, while the other half will be
protected with a special coating; this protected area is the side which uses Ponds Acne Clear White.
In-store Promotions
As Ponds does not have its own stores, this will be done where the product is available, such as
Watsons, Mercury Drug, and other retail outlets. At the front most shelf space, the first thing the customer
sees upon entering the store, will be a full-body mirror that is split into two, a side with pimple stickers,
and a side without. The side that is clear of pimples will have an arrow that points to the shelves where
Ponds Acne Clear White bottles are located.
Digital Marketing
The strategy for digital marketing is to have a strong connection with its target market. Since girls
ages 15-19 spend more time on social media applications and websites, the focus will be more on these
frequented avenues, specifically Facebook and Instagram. To direct the target market to the brands
social media accounts, the plan is to release commercials and make use of viral videos to gain their
interest.

Commercials
Two kinds of TV commercials will be released: one that focuses on the parents influence on what
teenagers buy, and another that leads the target market to the social media accounts. The first
commercial will feature a Ponds Acne Clear White ambassador with her mother, focusing on the
transition of the daughter from childhood to adolescence, from using soap to facial scrub.
The second set of commercials will be a teaser to the web series featuring a girl wearing a mask
going about her daily, student life. This mask is not noticed by other people around her as it represents
what the girl feels inside; insecure, unconfident, which makes her want to hide her face because of her
pimples. The girl in the commercial will be our Search for the Next Ponds Beauty Ambassador national
winner, whose face will be revealed at the end of the web series. The brand name will not be included in
the commercial, so the video will have an anonymous feel. A link to the online episodes or web series will
be featured in the commercial.
FB Webisodes/series
The webisodes will continue the story of the anonymous girl wearing a mask. To keep things
interesting, the anonymous girl will be wearing a different mask every episode. Throughout the series, the
different masks will feel like a representation of the girl trying to hide her natural beauty because she does
not feel confident with her looks. The web series will focus on the girls journey towards a more confident
version of herself. The videos will be uploaded in Youtube, Facebook, and a website under a non-Ponds
related name. By the end of the web series, she will remove her mask and only then will Ponds Acne
Clear White Face Scrub be clearly advertised. The idea is to create a set of viral videos that will generate
genuine interest, allowing the viewers to invest in the story.
Social Media
A separate account for Ponds Acne Clear White will be launched. It will be called @pondsteens.
A separate account allows for more specific posts for the target market. There will be an Instagram,
Twitter, and Facebook page. Separate Ponds social media accounts for teens will enable the Ponds
team to specially tailor their posts to relate with the teen journey, and address any and all issues they
may have. It will also opt for a more personal approach, encouraging teens to tweet or message Ponds
for solutions to the teens face care problems.
There will be posts every day, such as motivational words, face care tips, and product promotion.
The variety helps keep the account from becoming too repetitive and boring. The social media accounts
will be the main avenue for announcing promotional events. Aside from The official Ponds Acne Clear
White Instagram account will keep track of the #pondsacneclearwhite tag and share selected selfies of
followers to be featured every week. This will promote the brand through the number of selfies being
posted as these girls posting and tagging their picture. The girls will be encouraged to post and tag their
selfies because this would expose their account and may lead to more followers.
The target market is very visual. This makes Instagram the most relatable form of social media.
Aside from the @pondsteens account, the ambassadors will also be required to post regular product
promotion on their personal accounts and actively engage the Ponds social media accounts. The
placement should be subtle but still clear. Instead of featuring just the product itself, it will be incorporated
into posts about daily routines and favorite products.