Nivea: Girls Got Game

Tahaab Rais, Mongi Bhouri

NIVEA, a personal care brand, launched an online gaming platform, Girls Got Game, to increase social media viwership and top-of-mind awareness in Saudi Arabia.

Campaign details

Brand: Nivea Brand owner: Beiersdorf Entrant company: Saatchi & Saatchi MEIdea creation: Saatchi & Saatchi Dubai Market: United Arab Emirates Sector: Skin care, sun protection Media channels: Livestreaming, Word of mouth, Influencers, KOLs, Social mediaBudget: Up to 500k

Executive summary

Challenge:

We needed to stop NIVEA from becoming an outdated “mums” brand in Saudi Arabia and turn it into a young and relevant brand.

Tension:

Young Saudi women love gaming but couldn’t be themselves and play for fun without being judged by...

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