POND’S Vitamin Micellar Water Launch / 2021
Building a Precision Content Ecosystem for POND’S Vitamin Micellar Water
🏆 2021 Q1 U-Studio Award for Best Needs Content
Role: Creative Direction, Art Direction, Visual Strategy, Production, Hands-on Execution | Deliverables: Campaign Toolkit | Region: APAC
ContextPOND’S Vitamin Micellar Water required a modern, social-first content ecosystem that could educate consumers while driving consideration across multiple audience segments.
StrategyI developed a modular content system combining product demos, precision marketing assets and stylized beauty visuals to communicate cleansing efficacy, skincare benefits and daily usage relevance across digital touchpoints.
Product Demo System
A series of performance-led demo videos designed to simplify product benefits through direct comparison and social-first storytelling.
Demo Video 1: Effective Cleansing
Demo Video 2: Highly Moisturising
Demo Video 3: Highly Gentle
Demo Video 4: One Wipe Challenge (makeup edition)
Precision Marketing Ecosystem
Supporting different audience mindsets through targeted messaging tailored to students, first-jobbers and working professionals.
Awareness: First Jobber
Awareness: Student
Awareness: Working Professional
Social & E-commerce Visual System
A vibrant visual language combining skincare ingredients, cleansing textures and lifestyle-inspired compositions to reinforce freshness, efficacy and beauty appeal.
