How a global brand won the hearts of their local customer
In 2013 we began a locally driven communication turnaround to connect East African consumers to NIVEA; who had previously known the brand as foreign. Our goal was to drive a natural affinity for NIVEA so that it would feel like it was made for the African skin.
Key campaigns and products include: Nourishing Cocoa, Petroleum Jelly, Perfect and Radiant, MicellAIR Expert, MicellAIR Sensitive, Luminous 630
In 2020, We had a campaign that focused on audience participation where they were part of the digital campaign that was around celebrating their skin #YourChocoSkin. Selecting the audience as models /talent for the campaign we allowed them to showcase and celebrate their unique skin tone.
With the rise of the face care movement, the brand chose to focus on their face care range. Having been known as a body brand i.e deodorant and lotions, we sought different ways to position NIVEA as a face care brand. In the process, the agency developed the campaign #BeKindToYourSkin.
#GlowKamaGold- making the brand speak in a relatable language and while at it execute roadshows that led to tremendous increase in sales.
We wanted the brand to feel part of the consumer’s life and with this in mind, we sought to amplify our influencer marketing campaign by taking it a notch higher; we placed billboards across the country that carried these familiar faces – an opportunity that led to organic engagement as people were excited to see their favorite influencers on billboards that represented their different personalities complimenting the product range.
This was our first exercise that gave the audience an opportunity to allow ladies from various universities in Kenya to become part of the campaign and feel connected to the brand by representing the brand as the Face of NIVEA. This competition was evident that the brand really cared for their consumers and they wanted their own to represent them in the Kenyan market.
We were tasked to localize a global campaign and push the audience to participate in the NIVEA Black&White challenge. The TikTok challenge was a success as the audience joined in the competition through the influencers’ activation. This enabled the brand to connect with the consumer and recorded high sales. Partnering with local designers to create the unique pieces strategically positioned the brand with the Kenyan fashion industry.
NIVEA has immersed itself into the market effectively and can be recognized by its consumers because of the localized content and engagement strategies.
The brand was driving the category growth during this period. On performance, we recently ran the Perfect & Radiant Luminous 630 campaign that surpassed the sales target by attaining:
Maintain the Brand’s ambition: to be The Number 1 Skincare brand & strengthen the brand’s equity.
Continue to localize the campaigns by making them more familiar to the consumer.
Ensuring we are part of their wins by achieving the targets and increasing market share in each category/franchise.
Build the client/agency partnership through effective communication.
