OVERVIEW
The “My Best 48 Hours” campaign set out to elevate awareness and encourage the trial of NIVEA’s Rich Nourishing Body Lotion, showcasing its enhanced formula designed to deliver 48 hours of deep hydration and smoother skin. Capitalising on this key product benefit, Matriarch innovatively enabled consumers to become the stars of their personalized NIVEA TV advertisements, celebrating their own interpretations of the best 48 hours.
ACTIVATION
Leveraging cutting-edge technology, the campaign unfolded across 9 major shopping malls throughout South Africa, where consumers had the opportunity to create and customize their videos against a green screen backdrop. This interactive experience not only promoted product trial but also deepened consumer engagement with the brand. Those who purchased NIVEA products during the event were delighted with winter-themed gifts, adding value to their shopping experience.
To generate anticipation and draw crowds, pre-activation events were orchestrated at bustling taxi ranks and office parks, complemented by geo-targeted social media posts that stirred online excitement. The campaign’s physical engagement seamlessly transitioned to the digital realm, where the engaging content captured during mall activations was showcased online. The broader public was invited to participate by voting for their favorite personalized TV spot, further amplifying the campaign’s reach and impact. This strategic blend of offline and online elements not only showcased NIVEA’s commitment to innovation and customer involvement but also reinforced the brand’s position in the skincare market.
