Nivea: A time for mothers and children to bond

Skincare brand Nivea targeted young mums with a mobile campaign to build awareness and drive ticket sales for its Mother's Day musical event in Indonesia.

Campaign details

Brand: Beiersdorf / NiveaLead agency: OMD IndonesiaCountry: Indonesia

Strategy

Objective

NIVEA Creme is well known in Indonesia as the market leader in the all-purpose cream product category. However, the brand has faced challenges as demographics shift. Despite being dominant in the market, it had to re-engage a younger population that had not grown up using the product or had simply forgotten its value over time.

Although the habit of using NIVEA Creme has traditionally been passed from mother to children, many young millennials who were new mothers did not cultivate the same practice...

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