Pond's launched a breast cancer awareness campaign called "Let's Pink" to promote awareness through their CSR initiative. They used a front page newspaper ad that consumers could scan with their phone to access additional interactive content like a self-exam video and doctor locator. This transformed the print ad into a digital experience. The campaign engaged over 10,000 people and drove 58% to watch the educational video, achieving Pond's goals of raising awareness and strengthening their consumer relationships through an innovative digital-print integration.

1. Case Study _Pond’s Let’s Pink
BUSINESS CASE
Recognizing the lack of Breast Cancer awareness in Women, POND’S wanted to leverage the
issue as part of their CSR initiative and also reinforce their relationship with consumers. The
objective was to promote the awareness of breast cancer amongst women and their
spouses. Pond’s wanted to leverage International Women’s Day and Breast Cancer
Awareness Week to launch an innovative campaign that takes the communication to next
level.
Considering the reach and the audience, Pond’s relied on front page campaign in leading
newspaper to get the reach but the challenge was evident. Print ads were limited by amount
of communications they can deliver and engagement quotient. Short codes, URLs and QR
codes which are the other forms of integration had failed to deliver the required brand
connect/impact. But the big challenge was the inability of print to drive home 1:1
relationship that was essential for brands ROI.
The brand challenge was to leverage digital media not only to integrate the vast reach
across the readers of Times of India but also to amplify communication.
SOLUTION
The Big idea was to get the ‘Newspaper call
the Doctor’. Consumers capture the print ad
with mobile camera to immediately see the
demonstration on self-help along with option
to fix an appointment with the nearest doctor.
The print ad was transformed into a demo or
beginning of a relationship with the target
customer base. As consumers keep their
mobile camera on the Let’s Pink creative,
deeper insights and information about Breast Cancer were delivered, with higher levels of
call for action.
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2. Case Study _Pond’s Let’s Pink
When consumers capture print ad, they could
 Receive instant information about Breast Cancer, its symptoms, reasons and
possibility of being affected
 Watch a demo video on self-test for Breast Cancer along with a step-by-step guide
with instructions
 Use the Doctor locator feature to find doctors nearby giving them the convenience to
visit the doctor at the earliest
 Readers could even take a Pledge endorsing their opinion and Connect with Let’s
Pink on their Facebook page.
RESULTS
 5000+ minutes of engagement on a single day educating over 10,000 families
 58% of the users accessed the video breaking from their cocoon to find about the
issue and seek help if required
LEARNINGS
 The campaign could drive one-to-one relationship between brand and consumer
using the CSR activity as a bridge
 The social media touch points urged people to talk about the issue candidly thereby
spreading increased awareness through word of mouth
 The well thought engagement possibilities like videos and doctor locator feature
could only be matched with the actual doctor visits driven through the campaign.
Overall, the campaign coulddrive home 1:1 relationship that was essential for brands
ROI
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