POND’S anti-ageing was a new product entering a fierce face care market competition aiming to become number one face care brand in the market. Our main challenge was to build awareness on the importance of using an anti-ageing cream at a younger age without becoming an age threatening communication message. Our main objectives were to:

- Build relevance with Egyptian women ages between 29-40 years old

- Hype up and increase engagement on our social pages (Facebook, Instagram, and Youtube)

- Gain a higher percentage of the beauty and facial care market share in Egypt

Therefore, we conducted a social experiment that highlights the powerfulness of feminine expressions. The campaign tagline was“Your Face is not Made of Wood”which is an Egyptian derived expression that aims to empower women and encourage them to use their expressions freely because expressions leave impressions not lines.

The video and #yourfaceisnotmadeofwood was executed from April 2016 till June 2016 through:

- The launch of an online video

- The support of social media posts

- Starting a content PR campaign

- Creating a series of individual stories (videos)

The concept was fledged on our owned social media pages (Facebook, Instagram, and Youtube) to trigger and engage in conversation on the value of feminine expressions.

We made a series of personalized videos for all the participants to aggregate relevant emotional content from the fans.

A PR campaign followed where our partners/ female portals have published creative content (articles, quizzes, features) that stresses on the value of feminine expressions with a genuine approach.

We rolled out the campaign using display ads to maximize our reach and partnered with top female portals to add authenticity to the brand's message always reverting back to the “Age Miracle” variance.