Jack Morton Worldwide, London Follow Update

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Dare To Dip - "Nivea: Dare to Dip" - Jack Morton Worldwide

  • Nivea: Dare to Dip
  • Dare To Dip
  • Beiersdorf AG
  • Jack Morton Worldwide
  • United Kingdom
  • Nivea
Product CategorySkin Care
Media TypeCase Study
Length159 Seconds
Awards Communicator Awards, 2014 (Gold) for Visual Appeal
Communicator Awards, 2014 (Silver) for Integrated
Concept JMW

Story

We created a motivating series of events that women could engage with, that created shareable, engaging and dynamic content. These events worked as the content engine for a range of channels allowing conversation between the brand and the consumer. 

Concept

We created a motivating series of events that women could engage with, that created shareable, engaging and dynamic content. These events worked as the content engine for a range of channels allowing conversation between the brand and the consumer.

Spread across three phases the campaign was segmented into roles for each execution;
Care - A call to arms that establishes the insight and our role within it.
Dare - Iconic active engagement experience
Share - Sustained, amplified and broad reaching engagement throughout the summer 

Problem

The beauty and skincare industry is a booming consumer market valued globally at $96.5 billion for the year to September 2013. Competition is fierce; Nivea's direct competitive set is Dove, L'Oreal, Vaseline, Garnier. NIVEA was created in 1911, and has been a trusted brand for over 100 years; although these days it is associated more with little old ladies than bright young things.

NIVEA realized that despite its trusted reputation and heritage it is no longer seen as a relevant brand for the 18-30 year-old age group.
We needed to make NIVEA stand for something in the eyes of this market by dramatizing a genuine insight and demonstrating NIVEA's benefit of trusted skincare confidence.

Our POV was that NIVEA needs to drive an emotional engagement to become more interesting, active and relevant to a younger audience. With this we can be part of our target audience's life again and re-enter the consideration set. 

Result

Over 76,250 women pledged to dip with Nivea in the UK
Over 90,000 women across all European markets
Over 279,700 samples
54 million Facebook impressions, 18 million of these were unique, 7 million organic
Over 243 million media impressions
Experiences created content which reached 18% of the UK target audience with a frequency of 3.
Market share increased by almost 2% (a shift never seen before by the client in this timeframe). …and the campaign rolls on into 2014.