CLIENT: Beiersdorf
Nivea Q10 New Product Launch
Social, OOH and Retail Channel Campaign Activation
Brief
Drive awareness and interest in the new Q10 Firming & Energising lotion to be launched in the Summer months. Engage with a younger target demographic than would be normal for Nivea, whilst educating and driving consideration of purchase.
Execution
Nivea Q10 is an established product range, so our main objectives were to generate fresh buzz, communicating new innovation and improvements, texture and feel of the product. Our ideation and creativity was focussed on social, OOH and retail channel execution.
For social platforms, we devised an overarching campaign that would utilise a team of specially selected influencers that would appeal to the right demographic. In a simple yet incredibly effective series of posts, influencers were filmed trying the product out, whilst talking about the benefits. Then they would ‘pass’ over to the next influencer.
OOH print and digital ads were placed in a multitude of locations, whilst for the retail point of sale, our team designed 3D blip trays for in-store hotspots, that would be informative, create maximum visual appeal in the limited store space available and increase consideration for both planned and impulse purchases.
This multi-channel activation has created significant engagement and take-up of the products.
CAMPAIGN ACTIVATION
