Cannes Lions

NIVEA DARE TO DIP

JACK MORTON WORLDWIDE, New York / NIVEA / 2014

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Case Film

Overview

Entries

Credits

Overview

Execution

We created an active engagement platform that fostered natural connections and conversations facilitated rather than orchestrated by NIVEA.

Our unique insight was that younger women gained confidence from a variety of factors - including trusted skincare and this confidence helped them become a little ‘playfully’ daring. E.g. 50% of women didn’t use bikinis they purchased simply because of lack of confidence to show off their skin. NIVEA played on this insight to develop “Dare to Dip”.

Our “hour glass campaign” built community and sharing throughout and used live activation to create halo moments and rich content for all channels.

Outcome

Specific campaign results:

• Over 90,000 women pledged across all European markets

• Over 279,700 samples

• 54 million Facebook impressions, 39 million organic.

• Over 243 million media impressions

• Experiences created content which reached 18% of the UK target audience with a frequency of 3.

Overall business results which this campaign contributed to:

• NIVEA growth 6x faster than market.

• Significant increase in brand penetration.

• Significantly improved Top of Mind consideration (+8%) & recommendation (+15%)

• Sales increased 14.3% Year-on-year

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CONFESSIONS

2019, NIVEA

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