Nivea: How Nivea created 100000+ influencers for life in just 2 months

NIVEA, a moisturising brand, collaborated with MOJ to create and launch the AR Lens in India which featured virtual challenges to communicate the product's unique selling point: non-sticky and long-lasting body lotion that will hydrate the skin.

Campaign details

Brand: BeiersdorfAgency: OMDRegion: APAC

Strategy

Objective

Business Challenge:

  • Dipping Brand Equity: Brand Equity for NIVEA soft Moisturiser was dipping with every passing day.
  • Red Ocean: With the proliferation of several brands, the 'urban moisturiser crème' market was becoming increasingly cluttered with every passing day. The competition had massive media outlay & resources. Therefore, a conventional FMCG approach wasn't going to win.
  • Changing Consumer Preferences: Consumer preferences and trends in skincare are constantly evolving.
  • Brand Fatigue: Longevity in the market may lead to brand fatigue among consumers, requiring continuous efforts to refresh and rejuvenate...

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