NIVEA INDIA
Driving relevance with Gen-Z
A first-of-its-kind, digital-only, pan-India talent hunt, that helped make a legacy brand relevant to the teenage girls of today.Being a legacy brand comes with a lot of perks, but finding relevance in the ever-changing consumer’s life is a unique challenge to solve.
NIVEA Soft is a leading product in the category with a market penetration of 70%. NIVEA has always been a brand popular with older, more mature women. It is a promise of care that is often passed down generations. But with penetration stagnating, there was a clear opportunity to start making a connection with the newer, Gen-Z audience.
Stemming from our core of ‘care’, we wanted to find an organic place in a Gen-Z woman’s digital life, a life that was about having a voice and a following of her own.
When a girl enters college, she looks at it as her fresh start, a new chapter where she embraces new challenges. She tries to break out from her comfort zone to explore her potential. There are a lot of things she learns and unlearns. During this stage in her life, she also starts focussing on how she looks and how her skin looks. The need for makeup increases, however the need for skincare is secondary. With the need to look fresh and presentable all the times, moisturisation becomes the key. NIVEA with it’s all-purpose cream, NIVEA Soft provides the right kind of moisturisation, freshness, and soft skin.
NIVEA launched a limited-edition range of Soft – the NIVEA Soft College Edition, based on some of the popular & prominent personas of college girls – Entertainer, Fashionista, Sporty & Smarty
While the brand launched these packs, the challenge was getting the audience excited about them.
Becoming an influencer is an aspiration for most of young college goers and we found the perfect opportunity to create a platform that could help them achieve their dreams. We launched the NIVEA Soft Fresh Batch is a digital platform where college students with a dream of becoming famous, were invited to get a fresh start to their journey to being India’s next, big influencers.
To participate, the audience has to choose their persona (Fashionista/ Entertainer/ Sporty/ Smarty), create an Instagram Reel using the Fresh Batch Filter showcasing their talent, Tag @niveaindia and get going.
Up to 100 winners would be shortlisted to win the experience of a lifetime, along with a host of fun prizes – a brand collaboration with NIVEA India, a masterclass with some of India’s biggest influencers, a photoshoot with Rohan Shrestha, and an influencer starter kit.
How did we drive participation ?
- • We created a series of digital content with Nivea’s brand ambassador, Taapsee that was promoted by the brand and also amplified by Tapsee on her own social media handles
- • We onboarded 4 CAT A influencers to create buzz about the hunt and drive entries. The influencers were carefully selected to be the mentors for each category:
- o Mrunu for Fashionista
- o Nagma for Entertainer
- o Abigail Pande for Sporty
- o Neha Doodles for Smarty
- • An AR filter was developed for people to use to send in their entries, with a microsite (https://www.niveasoftfreshbatch.in/) that worked as a one-stop destination for the campaign
- • Onboarded multiple CAT B & C influencers to drive conversations & entries
- • Established a 500+ college ambassador network across 200+ colleges Pan India
- • Promoted the contest on digital community platforms like POPxo
- 75 Gen Z influencers onboarded
All this effort culminated beautifully into 4 power-packed days in mid-October 2021 where 75 Indian Gen Z influencers of tomorrow were identified and recognized.
- 15000+
Entries Received
- 12%
ER%
- 7%
Follower Increase
A digital platform for the brand which spells endless potential to engage with a community that we’re building a connection with.
