The challenge was to create some noise to make NIVEA stand out in the cleansing category. Gen Z knew the brand, but conversions were running dry. We knew to get them to buy we wanted to communicate emotional rather than rational benefits. To spike interest and maintain a high view-time we moved away from a commercial look and feel to a more entertaining vibe.
We used influencers in a new way-making a more UGC vibe that also tapped into the "anti-influencer" movement.
Total clicks to the Nivea Website
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