Freelance Creative Strategist + Copywriter
Freelance Creative Strategist + Copywriter
Unilever wanted to convince people using other anti-wrinkle creams to switch to POND’S Rejuveness. My team encountered a greater challenge.
🌷 Human Truth + Insight: Our POND’S custom survey uncovered that nearly 7 out of 10 women agree society places arbitrary age limits on what they can do. From dating, to wearing makeup, to backpacking around the world.
🌷 Campaign: #AntiAgeLimits connected POND’S anti-aging cream to anti-ageism. Instead of just glamour shots, spokesperson Jordana Brewster and 18 influencers told #AntiAgeLimits stories in English and Spanish — opening up about judgement received going back to school “too old” and remarks about starting careers “too young”.
#AntiAgeLimits drove a 19% sales increase for POND’S Rejuveness and landed 362 media placements — including InStyle, POPSUGAR, and StyleCaster. Meta ads drove 17MM engagements and were named Facebook Best In Feed for the year.
A strong claim with thumb-stopping content helped us earn "Facebook Best In Feed".
Alongside Jordana, 18 influencer partners (from ice skating champion Tara Lipinski to style icon Beatrix Ost) hijacked #tooold and #tooyoung hashtags with their #AntiAgeLimits stories.
Copy: Marley Tito
Art Direction: Hannah Choi