Changing the perception of NIVEA in the eyes of young consumers

Changing the perception of NIVEA in the eyes of young consumers.

The challenge was to create some noise to make NIVEA stand out in the cleansing category. Cause Gen Z knew the brand, but conversions were running dry.

Therefor 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 collaborated with 4 danish TikTok influencers

They had the freedom to add their personal flavour to the videos, matching their already existing content. 

It all came together under the hashtag #niveadanmark

The results were ?

5.7M video views

65.2K interactions

4.51% engagement rate

5K total clicks