Case Study: A Masterclass in Precision - Launching a Premium Serum to a Discerning Audience

In the sophisticated world of anti-aging skincare, launching a new product requires more than just awareness- it demands trust. For the introduction of the new POND'S Age Miracle HYA Vit C Ampoule Serum, a premium product designed for adults over 25, the challenge was to cut through a saturated market and speak directly to a discerning consumer who values efficacy above all else.

The Challenge: Earning Trust in the Premium Skincare Space

Unlike mass-market products, a premium serum cannot be sold on hype alone. The core challenge was to design a PR campaign that could not only reach the right audience but also build immediate, unshakeable credibility. We needed to prove the product's power to restore bright, youthful, and hydrated skin, justifying its premium position with authentic results and trusted endorsements.

The Approach: A Surgical Strike with High-Impact Influencers

Our strategy was one of surgical precision, not mass outreach. We understood that for a premium product, the quality of the influencer is far more important than the quantity. We hand-selected a small group of just six top-tier influencers, each chosen for their specific ability to build trust and resonate with the target demographic.

• The Anchor of Aspiration: We led the campaign with a mega-KOL—a renowned actress with a massive and loyal following of middle-aged women. Her role was to provide aspirational appeal and showcase the stunning "before & after" effects through high-end, beauty-focused photography.
• The Pillars of Trust: To build a foundation of authenticity, we collaborated with a select group of respected lifestyle and beauty bloggers. Their role was to provide genuine, in-depth reviews, breaking down the science behind the powerful ingredients like Niacinamide and Hyaluron.
• Interactive Education & Trial: We leveraged the interactive power of Facebook Live, where a top beauty blogger hosted a live Q&A session. This masterstroke demystified the product, answered consumer questions in real-time, and drove a powerful wave of interest in product trials.
• Driving Engagement: We amplified the campaign by running a User-Generated Content (UGC) initiative under the KOL content, encouraging users to share and engage.

The Impact: Maximum Awareness with Minimal Voices

The campaign was a powerful demonstration of a "less is more" strategy, yielding exceptional results that proved the power of precision targeting.

• The highly curated video content, including just two live videos and five video posts, achieved an impressive 250,000 views.
• The UGC campaign saw astonishingly high participation for a premium product, with 483 participants actively sharing content and spreading the word.
• Despite utilizing only six KOLs, the campaign seized ultimate awareness, achieving a total Share of Voice of 40,000.
• The campaign successfully ignited positive talkability and brand mentions among middle-aged adults, building significant brand love and establishing the serum as a credible, high-efficacy solution.

By focusing on the right voices instead of just more voices, we delivered a campaign that was not only efficient but incredibly effective, cementing the POND'S Age Miracle Serum as a trusted name in premium skincare.