BRIEF

NIVEA cares deeply about human touch. How could we celebrate the importance of a mother's touch in a moment most people are separated by a pandemic?

SITUATION

Even though millennials are all grown up and young adults now, when it comes to their moms, they will always be children.

As a result of the pandemic, more and more millennials have moved back home, but as much as they love their moms, the process of moving back home is a difficult and complex one.

OBJECTIVES

Remind millennials to reach out to their mothers.

To celebrate the power of a mothers touch and thank mothers everywhere for their unconditional help, support and guidance during the difficulties of the pandemic, the creative idea was to portray an authentic and relatable story that speaks to the millions of millennials who faced the strains of moving back home, losing their independence, and often their jobs.

DATA GATHERING

Our ongoing social listening platform showed a relatively high spike of conversations that detailed millennials moving back home over the course of the pandemic.

We've taken this scenario to a mom influencer focus to test drive the idea, while in parallel listening in to over 150 million social conversations about millennials missing their mother's touch.

AUDIENCE

Millennials 18-43

Mothers 25-44

The campaign was built around the 120" video, meant to engage millennials and their mothers.

To drive video views we've utilised our social media channels with linkout to the hero video content, while still offering snackable teasers to capture consumer attention.

The insight of millennials moving back home was also the perfect hook to engage with digital magazines and social editors through a PR pitch that included an infographic with ideas for mothers and their millennial offsprings to bond.

Mom influencers also discussed the current situation with their followers via podcasts and social content.

Private messaging GIFs allowed millennials to engage directly with their moms over funny daily life situations.

Some countries also activated product promo codes to facilitate gift giving for millennials who felt guilt after watching the film.

VIDEO RESULTS

10 million views in the week of launch across initial launch markets

45% VTR

84% positive mentions

COVERAGE

88 media clippings

40 million estimated earned media reach

GIFS

30,000 shares