Nivea Micellar Water

The Objective 

Nivea, leader in the beauty industry, wanted to relaunch its Micellar Water. The product had been out of the spotlight for quite some time, and Nivea chose TikTok as the only channel to re-enter the scene and initiate efforts to revitalise it. This decision was made to give the product a fresh start, considering its historical challenges in terms of offline sales and performances.

The Solution 

The campaign employed Smart Bundling, integrating TopFeed and InFeed formats to achieve a dual objective of expanding reach and increasing video views. Additionally, DisplayCard promotions were strategically used to drive foot traffic to physical stores.

The collaboration with TikTok creators allowed Nivea to infuse creativity into its campaign, aligning the native content with the preferences of the TikTok community. This approach enhanced engagement and created a lasting impact on potential customers.

Finally, Circana was engaged as measurement partner to conduct a Geo Test, identifying four specific regions for both test and control groups. Through rigorous testing of incremental metrics, the campaign sought to establish a causal link between TikTok exposure and offline sales.

The Results 

The campaign generated a significant positive impact on key metrics, such as a remarkable increase of 138% in video views, achieving an average viewing time of 6 seconds compared to industry benchmarks and +5.9% offline sales uplift, demonstrating the campaign's effectiveness in driving actual product sales. Moreover, the campaign reached an impressive +51.3% sales uplift compared to Circana norms, surpassing industry standards.

Overall, during the campaign period, we observed a notable +3.2% increase in incremental sales directly attributed to TikTok exposure, confirming the platform's role in driving tangible business outcomes.