US skincare brand, POND’S, alongside Red Velvet K-pop idol Wendy, has launched a experiential shopper-tainment campaign in partnership with Virtue APACC, the creative agency powered by VICE. The campaign moves the traditional tactical shopperby drawing on cultural insights to drive brand engagement, alongside promotions and sales.
Activating on eCommerce platform Shopee 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.
Chris Gurney, group creative director, Virtue 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.”
Jopa Malantic, global brand director for POND’S added: “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.”
In the past few months, Shopee has been in the news for relieving its employees of duty. In November, Shopee reportedly slashed staff again from its Singapore office as reports emerged around the eCommerce giant’s parent Sea struggling towards profitability. Teams affected this time included staff in human resources and employees from learning and development, according to The Straits Times. This is at least the third round of layoffs Shopee has made this year, after the recent job cuts the company made in Singapore, Indonesia and China.
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