Campaign details

Brand: Nivea
Brand owner: Beiersdorf
Lead agency: OMD Indonesia
Contributing agency: AdColony
Country: Indonesia
Industries: Skin care, sun protection
Media channels: Gaming & in-game advertising, Mobile & apps, Online display, Online video, Outdoor, out-of-home, Programmatic display, Social media, Word of mouth, influencers
Budget: Up to 500k

Executive summary

Sentuhan Ibu 5.0 by skincare brand Nivea is an integrated campaign whose goal was to re-establish Nivea Creme as the market leader in the all-purpose cream (APC) category. Its relevance in the category is demonstrated by Nivea Creme being presented in an emotional way: a mother's touch.

The campaign aimed to promote emotional bonding between mothers and their children by encouraging them to spend quality time in a uniquely Indonesian way: storytelling. The campaign ran through November and December 2018 during the end-of-year holiday season, successfully launching on two channels: on digital, by creating Indonesia's first-ever video musical, and offline, by producing a large-scale musical drama.

Market background and context