For our client Beiersdorf and for launching their new NIVEA Micellair Core product, we have created and implemented a digital campaign.
For our client Beiersdorf and for launching their new NIVEA Micellair Core product, we have created and implemented a digital campaign with three Croatian influencers. Our main goals, as always, was to create authentic, engaging content that is in line with NIVEA and everything NIVEA as a brend represents.
This time, we decided on three young women, with different lives and styles. Ana Bacinger, Mateja Miljan and Marija Nikšić created content that emphasized how important it is to take care of yourself, of your skin and your body. Also they pointed out that taking care of yourself should be an essential part of everyone daily routine. Our key message was “be kind to yourself and be kind to your skin”.
We knew it was another great NIVEA product. Our challenge was simple and minimal packaging of the product itself. In order to differentiate the product on the market, we have chosen to work with three girls, that have one thing in common - amazing content. At the time of our campaign all three of our influencers had less than 20 K followers which puts them in mikroinfluencer category. Our target group were women over 18, and, as I already said our main focus was on the good quality content. We have agreed to following scope of work: two Instagram posts, two Instagram stories, and a sweepstake for their followers. Not only was the content outstanding, and the client was very satisfied with it, but we also got extra content from all three girls.
The results were excellent, though the average profile engagement of up to 20,000 followers was 2.43%, NIVEA influencers had up to 8% engagement. With this campaign, we reached 60,000 people, the creative competition generated almost 100 entries.