NIVEA Doll is a toy designed to teach kids the importance of sun block use. Just like our skin, it needs sun block for protection. It is made with UV-sensitive material and gets sunburns when exposed to sunlight without protection.

The first action happened on a small scale and took place at the main Rio beaches.

It would start the debate. This action turned into a video that was sent together with the dolls to the social network opinion leaders. The idea was to create such a strong wish to have the doll that the shares and the talks about it would make the main topic of conversation between moms, teachers and dermatologists.The initial PR would establish the dimension when launched. In a short time it was highlighted by the main mass media and on social networks all over the world, generating several requests in the NIVEA customer service.

It was a strategy that gave NIVEA the reliability to launch NIVEA DOLL in large scale in that summer selling one hundred thousand promotional kits (dolls + sun block) in pharmacies and supermarkets, increasing NIVEA Sun market share in two points.

Nivea Doll became one of the most longed-for summer toys not only by kids but also by parents, teachers, and dermatologists. We’ve reached an amazing level of engagement: children took care of the dolls like their parents take care of them. As soon as children understood how the toy reacted when exposed to the sun, they immediately started accepting sun block applications more readily.

When the idea was launched:

R$ 2.5 million in earned media.

9,000,000 impressions on Twitter.

216,000 likes in publications.

396,000 views on YouTube.

$ 0 in media investment.

It was produced in large scale:

- 100,000 promo packs were sold in drugstores and supermarkets in the main cities of Brazil and sold out in only 2 months.

- It will be exported to 7 countries.

- NIVEA DOLL increased NIVEA Sun’s market share in 2 pp.

NIVEA DOLL has started as an action at the Rio de Janeiro beaches and soon was in the social media and main Brazilian and worldwide mass communication vehicles. Besides selling 100 thousand units in the main Brazilian cities and bring the issue of using sun block for the kids, parents, dermatologists, and teachers, NIVEA DOLL helped NIVEA Sun to increase 2 pp in market share.

Besides the specialized media, NIVEA Doll was also headline at Le Monde, Huffington Post, Daily Mail, Marie Claire, Parents, Le Figaro, Adweek and many others.

The strategy was to use something that interest children the most – the dolls – and highlight the importance of using sun block, bringing the subject to discussion. The dolls have become our spokespersons, our campaign and our active central PR to children, parents, teachers, and dermatologists.

NIVEA is a brand specialized in skincare and is present in a large number of Brazilian households. Children go to the beach to play, and nothing else. To them, putting on sun block is a waste of time. Our challenge was to convey the benefits of skin protection through actions that could create an emotional connection with the target audience.

The goal of this action was to change children’s perception of the sun block use, making parents’ lives easier and thereby strengthening the entire family’s relationship with the brand.