NIVEA

The objective

Supercharging full-funnel impact through personal connections at scale

It all started with salad dressing. As an iconic global skincare brand, NIVEA is dedicated to creating quality products that fulfill their customers' needs and to honoring the trust that their buyers put in them. When a TikTok creator went viral for praising the way NIVEA's Essentially Enriched Body Lotion made her skin glow "like salad dressing," NIVEA saw an opportunity to connect with new and lapsed buyers through off-the-wall descriptions like these on a grander scale. TikTok was the natural choice to connect them to their audience in a personal, authentic way. Together, we built a Branded Mission campaign that impacted every part of the purchase funnel.

The solution

Driving authentic product love and fresh, creator-made content with Branded Mission

As a beta partner and the first skincare brand to test Branded Mission, NIVEA successfully showcased their products' effectiveness by influencing creators to share genuine product admiration. They achieved this by engaging with customers in a unique, personal manner, and simultaneously creating highly relevant content for future brand use.

Branded Mission allowed NIVEA to build off content about their Essentially Enriched Body Lotion by encouraging creators to join in and spread awareness of a unique and beloved product in the personal care industry. In doing so, they found both a highly engaged existing audience ready to create powerful content on the product's behalf, and a highly relevant new audience excited to hear the genuine product love rolling through TikTok.

To enrich the full-funnel experience of the Mission, NIVEA worked closely with nine enthusiastic creators. The creators were asked to describe the appearance of NIVEA Essentially Enriched Body Lotion on their skin using unique terms. One such descriptor was the original viral phrase "salad-dressing-glow," a compliment that dramatically increased product sales in 2021. The creators took the prompt and ran, praising the product's sheen for giving them "buttery biscuit legs" and making them "feel like gold." When placed in the For You Feed, these videos introduced the product to millions of highly relevant potential customers, teeing up the Branded Mission to come while building broad awareness.

The #NIVEAGotMeLike challenge generated millions of views, high content engagement, and 589 additional, relevant, authentic videos about the product from creators across the skincare community. TikTok users far and wide shared their love for a lotion that gives them skin like a "glowy, dewy goddess," a "glazed donut," and even "a juicy turkey leg."

The results

Impacting NIVEA customers from discovery to checkout in one smooth move

For a skincare brand like NIVEA, it's important to build deep, meaningful connections with their consumers. Branded Mission delivered on this need, driving a memorable, upper-funnel impact campaign that carried all the way to increased sales and search results for the brand.

In total, NIVEA's campaign generated 44.2 million boosted impressions and a +5.2% lift in Kantar-measured awareness, surpassing benchmarks and expectations from the top of the purchase journey. The Branded Mission also showed strength in finding engaged users, with 300% higher relevancy when compared to a standard Branded Hashtag Challenge. This means that when watching submitted videos, viewers were more likely to truly connect with the message NIVEA put forth.

The campaign also showed consideration impact, with a click-through rate coming in 13% higher than the brand's average. When the top Branded Mission submissions turned into ads, they delivered an impressive 10.6% engagement rate and +5.7% lift in ad recall, outperforming Kantar norms for personal care brands. Last (but certainly not least), the brand saw a +49% week-over-week search ranking increase for "NIVEA Essentially Enriched Body Lotion," plus a brand-reported sales increase that rose 10% above their prior benchmark.

As a result of both campaign phases, NIVEA drove millions of video views, high engagement, fresh creator-generated content for future use, and lifted their search and sales results well above brand benchmarks.