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Unilever Pond's "Chance encounters in the mud"

Destination

The summertime sun, heat and humidity strike the eastern cities of China like a perturbed dragon. With the female aesthetic demanding cool, fair skin, it is the perfect time for promoting Unilever's Pond's MUD facial line which cools and whitens the skin at the same time. With a tight media budget, Pond's was looking to increase its media footprint through a more engaging means.

Platform

MindShare Performance knows that very little contributes more to young Chinese women's conversations than the matter of what attracts young Chinese men. And since these conversations are growing beyond simple lunchtime chatter into areas such as online chat rooms, MindShare Performance recommended that Pond's develop an interactive format that strongly engaged the ideals of women's appeal to men to communicate its messages of cool, fair-skinned beauty.

Design & Delivery

In an effort to simultaneously engage and promote its Pond's mud facial cleanser line among its young Chinese women core audience, MindShare Performance developed an online romance reality program called, Chance encounters in the mud. It is a show about meeting someone unexpectedly with the possibility of finding romance in a faraway paradisewith its base designed to increase sales and awareness about the Pond's MUD range.

Evaluation

With 32 introductory Video Blogs (Vlogs), 128 vignettes of speed dating (with and without mud), 24 online daily webisodes and 15 TV daily 5 minute mini-episodes, the program has become extremely popular.  The microsite, based on Sina.com, with 65 million impressions, has attracted over 3 million page views and was adding over 100,000 views per day. Ratings on Channel Young averaged 2.0, which is extraordinary.

For further information about MindShare performance, please contact :

Matt Eaton
Managing Director MindShare Performance
Tel:+8621 2405 1006
mateo.eaton@mindshareworld.com