NIVEA Creme- The hidden side
Using Comments and Reviews from social media to make the iconic NIVEA CREME (the flagship product) relevant again in 2019 by creating new unique uses.
Task: While the product had great nostalgic value, it was losing its relevance and place in today's growing cosmetic market.
Execution/ Idea:
Through Social Listening of user comments and reviews, we realised consumers had discovered this OG cold cream was actually used today by consumers for unique reasons Highlighter, Foot repair, Leave on Serum, Instant Conditioner. Over the years, consumer's had developed their own uses for it.
Through Social Listening of user comments and reviews, we realised consumers had discovered this OG cold cream was actually used today by consumers for unique reasons Highlighter, Foot repair, Leave on Serum, Instant Conditioner. Over the years, consumer's had developed their own uses for it.
Idea: Let's use these comments by the most credible brand ambassadors where they share their product uses and turn them into ads, making the product way more than just a cold cream.
Execution: We used Influencers to ask people to share their unique Nivea Creme uses. We then created 10 second Videos out of their uses and promoted it across all digital platforms.
The Result: 70 + New uses for a Cold Cream. 6.78 mil users reached.
