Product
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150,000+
Marketing opt-ins
8%
Purchase rate
4,500+
reviews collected and synced with Yotpo
98%
would recommend
The Challenge
NIVEA Soft, an iconic name in skincare, faced a distinct challenge: how to grow market penetration for a product that is already a household name. Despite its success, NIVEA Soft needed to connect with a new generation—Gen Z—who demanded more than just reliable skincare. They sought products that fit seamlessly into their lifestyle, resonating with them and offering versatility.
NIVEA's mission was clear. Reposition NIVEA Soft not merely as a skincare staple but as the essential first step into the broader NIVEA brand. They aimed to achieve this by:
- Capturing the attention of Gen Z
- Highlighting the product's multi-use versatility
- Driving purchases through targeted online channels, particularly Amazon
- Leveraging influencer authenticity to foster genuine connections
- Expand the CRM database for future engagement
Strategic approach
Recruit the right consumers
NIVEA wanted to recruit Gen Z, as this audience was identified as having the biggest potential for achieving household penetration growth. We set up a media channel mix, creative, and SamplMatch criteria to specifically recruit them.
Land educational messaging to highlight versatility
Recognising the need to enhance product usage, NIVEA Soft crafted educational content emphasising its diverse applications—from a daily moisturiser to a quick refresh. This strategy aimed to increase frequency of use, transforming NIVEA Soft into a must-have for Gen Z’s dynamic routines.
Targeted campaigns during key promotional periods
The campaign was timed to align with a major promotional push on Amazon. Unique discount codes were deployed to track purchases, ensuring the results could be precisely measured.
Influencer-driven sampling
Understanding the power of peer influence, NIVEA partnered with Goat, their trusted influencer agency. The strategy focused on leveraging influencers to distribute samples, ensuring the campaign felt authentic and relatable. Influencers created engaging content showcasing NIVEA Soft in real-life scenarios, making it appealing to their followers.
The Solution
Targeted digital outreach
NIVEA Soft’s campaign kicked off with Meta and TikTok ads targeting potential Gen Z consumers. These platforms were chosen for their ability to capture the attention of younger demographics, allowing for direct integration to capture sample requests efficiently.
Influencer collaborations
A diverse group of influencers was handpicked to amplify the campaign's reach. Each influencer showcased the product’s versatility, resonating with different segments within the Gen Z audience.
Data-driven integration
Sample requests were seamlessly captured and managed through a custom API that integrated directly with Salesforce. This ensured data security and facilitated effective follow-up communications.
Premium sampling experience
Samples were delivered in bespoke packaging that included educational content, enhancing the unboxing experience and reinforcing the product's multi-use benefits.
Engagement through a multi-step consumer journey
Consumers were guided through an engaging journey—starting with sample request confirmations, followed by shipping notifications, and culminating in follow-up surveys. This not only captured valuable feedback but also kept the consumers engaged throughout the process.
The Results
- 9+ million consumers reached
- 150k+ new marketing opt-ins.
- 100K+ samples delivered.
- 8% of recipients purchased within 2 weeks.
- 98% would recommend NIVEA Soft.
- 4,500 reviews collected and synced with Yotpo.
Not only did NIVEA Soft successfully grow penetration with Gen Z, but it also achieved notable sales growth, enhanced brand engagement, and valuable insights.
The campaign even received a Beiersdorf Award for Best Global Marketing Campaign.
Conclusion
The collaboration between NIVEA and Sampl transformed NIVEA Soft’s sampling strategy into a modern, data-driven campaign that effectively engaged a younger audience. By integrating influencer marketing with precise digital targeting, NIVEA not only expanded its CRM database but also solidified NIVEA Soft’s standing as the UK’s leading moisturiser. This case study exemplifies the power of combining traditional marketing objectives with innovative digital solutions to drive meaningful results.
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