Spikes Asia

NIVEA deodorant co-create a must-have item for chic summer looks

INSPIRE ADVERTISING & COMMUNICATION CO., LTD, Shanghai / NIVEA / 2017

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Overview

Background

NIVEA plans to re-launch deodorant series in early summer to seize more market share.

However, in China, only 6% women use deodorant, far below the 90% women usage in European. Most girls don't realize they need deodorant.

Meanwhile, Rexona—top-selling of category—have long-term heavy advertising investment, even 10 times NIVEA budget.

To stand out in the category, NIVEA should build category relevancy to target audience, encourage daily usage, and deliver NIVEA deodorant USP as of "Deo PLUS"—long lasting dry and comfort PLUS underarm skin care—benefit.

Execution

"IDOL-ING" has 5 episodes in total,each episode lasts 2 hours. And it lives on MOGU Street at 8:00 p.m. on every Thursday. Also, the program and features are distributed to all mainstream websites and APPs.

Through all possible methods we integrated Nivea brand and products into the whole show, such as brand sponsorship, moderator announcement, product placement, celebrity demonstration, beginning/ending tag-on and setting design. We scripted and created scenarios letting SNH48 demonstrate how to use Nivea deodorant as everyday must-have item to style up in summer time, such as whitening must-have, travel must-have, little black address must-have and etc.

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