Beiersdorf

Beauty brand Nivea targeted millennial mums in Indonesia using a digital campaign culminating in a live event, and drove engagement with a mobile gamification strategy.

Campaign details

Brand: Beiersdorf / NiveaLead agency: OMD IndonesiaCountry: Indonesia

Strategy

Objective

Despite having been Indonesia's market leader in the All-Purpose Cream (APC) category, NIVEA Creme had a big problem to deal with: it was losing its relevance. The product had slowly lost its appeal with its customers, especially in the older generation. Also, NIVEA had the weakest brand ratings related to family, affordability, and face care expertise. At the same time, public's knowledge about the functional use of APC was weaning.

Having identified these problems, NIVEA wanted to reestablish its presence in the Indonesian...

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