Campanie
JM
NIVEA Micellar Water was challenged by L’Oreal for the leadership of one of the most cluttered and highly competitive categories within Face Care . Moreover, NIVEA is the most expensive mass market player.
The source of growth for NIVEA was increasing penetration of NIVEA Micellar Water within the young girls segment.
It’s common knowledge that, the Romanian girls are known for their beauty. Perhaps one of the reasons for that is initiation into the art of make-up from early ages. There is one issue - they openly declare they HATE the make-up removal hassle.
The big question: would they pay the premium for getting rid of this hassle?
The source of growth for NIVEA was increasing penetration of NIVEA Micellar Water within the young girls segment.
It’s common knowledge that, the Romanian girls are known for their beauty. Perhaps one of the reasons for that is initiation into the art of make-up from early ages. There is one issue - they openly declare they HATE the make-up removal hassle.
The big question: would they pay the premium for getting rid of this hassle?
General Information:
Strategy:
| Strategy: |
Our objective was to increase market share versus previous year and fight L’Oreal’s leadership in the segment. Another big challenge for us was to EDUCATE about NIVEA’s Micelar Water promise: QUICK AND EFFECTIVE MAKE-UP REMOVAL. Well, another brand that wants to educate the youngsters – boring! Not too appealing for them. How about enticing them? We knew that our audience is digital savvy and loves video content. We had our aperture, but not a plan of attack yet. WE KNEW THEY’D RATHER LISTEN TO ANOTHER GIRL THAN TO A BRAND. WE DECIDED THAT GIRL TO GIRL CONVERSATION WILL BE OUR PLAN OF ATTACK. We needed to make it authentic and answer genuine girl to girl questions: Hey, girl, do you know this trick to clean your face hassle free? Hey, girl, I bet you I can remove my whole make-up in less than 2 minutes! |
Execution:
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