User-generated content (UGC), created by people and not brands, has always managed to generate the right buzz. They promote authenticity and create trust in the audience's mind, ultimately driving their purchasing decisions. While many brands have adopted this format on their social media accounts, Pond’s India successfully attempted UGC in their latest campaign.
The onset of winters has always brought with it Pond’s famous GooglyWooglyWooksh advertisements. This year is not different and the brand has this time brought in a nostalgic quotient asking its users to share their ‘GooglyWooglyWooksh’ moments on Instagram. This has worked well for the campaign because it enables the customers to reminisce about their childhood memories.
The brand has associated with influencers Jannat Zubair, Yuvika Chaudhary and Ishita Dutta, who have a relevant follower base for skincare products. Actresses Hina Khan, Niti Taylor, Kristina Patel and Taashaa Hayaat have also shared their moments on reels. Most of these videos star the actor’s mother or father in them and in the post description they have written personal letters to them sharing their favourite childhood memories. These posts run high on emotions and urge their followers to share their memories. The users can recreate their moments on Reels with the Pond’s Filter and share it with the brand.
For many brands, UGC garners them more followers. Users create and share posts featuring the brand, thus exposing the products and services to their audience. The brands then share those posts on their page, in the process boosting their own credibility.
This campaign stands out in its essence and messaging for its beautiful portrayal of human relationships with their loved ones. Complementing the childhood memories is their popular tagline in the background ‘GooglyWooglyWooksh’. For an age-old brand, Pond’s has given many families memories to cherish forever.
Also, as evident from the content marketing agency Sheeko’s activity graph, Pond’s India has been moderately active on digital platforms in the past one year, but after coming up with this campaign, there has been a significant rise in their numbers.
According to data shared by Sheeko, the campaign is estimated to reach over 1 crore people in a media value pegged around Rs 15-20 lakh.
The videos:
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