Blink

Case Study: Architecting Adoration - How POND’S Face Powder Became a Gen Z Staple

Case Study: Architecting Adoration - How POND’S Face Powder Became a Gen Z Staple

In Myanmar's dynamic beauty market, launching a new affordable product presents a unique challenge: how do you drive mass awareness without sacrificing desirability? For the official launch of the new POND'S Face Powder, the goal was not just to inform the market, but to create an instant cultural phenomenon and embed the product into the daily routines of a new generation.

The Challenge: Building Credibility and Scale, Simultaneously

The core challenge was to design a campaign that could achieve two critical objectives at once: generate the massive reach necessary for a major product launch, while simultaneously building the authentic, peer-approved credibility that is essential to win over a savvy young audience. We needed to make an affordable product feel like a "magic" must-have, sparking not just trial, but genuine brand love.

The Approach: A Four-Tiered Architecture of Influence

To solve this, Blink designed and executed a sophisticated social PR campaign built on a multi-layered influencer strategy. This wasn't just about hiring KOLs; it was about architecting a complete ecosystem of influence, where each tier played a specific strategic role.

  • The Influencer Architecture: We strategically recruited 20 influencers across four distinct categories:
    • Tier 1: Celebrities to drive massive, top-of-funnel awareness.
    • Tier 2: Micro/Nano Beauty Bloggers to provide authentic, trusted reviews and build grassroots relevancy.
    • Tier 3: Content Creators to craft fun, engaging storytelling that brought the product's benefits to life.
    • Tier 4: TikTok KOLs to achieve broad viral reach while maintaining cultural relevance.
  • From Endorsement to Engagement: We amplified the KOL content by linking it directly to a User-Generated Content (UGC) campaign, creating a powerful loop that transformed passive viewers into active participants and brand advocates.
  • The Perfect Hashtag: We reinforced the core functional benefits of the product through powerful, memorable hashtags like #PerfectbeautywithPonds and #PondsMagicPowder, ensuring the key message was consistent across all 32 pieces of content.

The Impact: A Viral Success That Built a Brand

The campaign was a resounding success, dramatically exceeding expectations and embedding POND'S Face Powder into the social and cultural fabric of its target audience.

  • The campaign achieved a total reach of over 3 million, generating more than 3.2 million video views across Facebook (1.49M) and TikTok (1.78M).
  • It drove deep engagement, sparking a wave of authentic user-generated content from over 750 hardcore fans who enthusiastically participated in the campaign.
  • Sentiment was overwhelmingly positive, with a 99% positive reaction rate across all content, creating a powerful buzz and driving countless social media mentions.

Ultimately, the campaign did more than just launch a product. It built brand adoration, ingrained its core message in the minds of consumers, and firmly established POND'S Face Powder as an essential, beloved staple for a new generation.