How to launch a successful regional campaign?

Careful planning, a regional event and the engagement of 30 well-chosen influencers led to the goal.

2 min to read
Written by: Nina Marković i Štefica Škarika

How often have you heard that men have less trouble with their skin, even if they don’t take care of it? We tackled these and similar myths through the campaign for launching the NIVEA DERMA Skin Clear line, which we ran in the markets of Croatia, Slovenia, and Serbia.

We held a regional event for journalists and influencers in Zagreb. In an entertaining panel discussion, the moderator, Alex Milinković, a radio host and blogger, together with her panelists, master’s in nutrition and owner of the nutritional diagnostic center Nutrilife Ivana Barišić and dermatovenerologist Ružica Jurakić Tončić discussed the factors that influence the health and appearance of our skin.

 

We introduced a multimedia platform into the communication mix

 

Beauty journalist and influencer Korana Marović, beauty editor of Cosmopolitan Slovenia, Nataša Mernik and influencer Mihaela Lakičević from Serbia revealed to the audience their worst skincare mistakes, how they solve these problems, and how the new DERMA Skin Clear line for face cleansing helped them to start cooperating with their skin and improve their complexion. The famous trap artist Zembo Latifa ensured a good atmosphere at the event.

We drew close attention to the new line with a creative press kit in which, in addition to the products, we gave away Eggo Glow devices to the media and influencers in Croatia, Serbia and Slovenia, which, with the Derma line, will simplify face cleansing.

With influencer campaigns in Croatia and Slovenia, we created a buzz on Instagram and TikTok and presented the new line through exciting and dynamic content, following current trends. In cooperation with the multimedia platform JoomBoos, we engaged the target audience through different content formats (such as polls and quizzes) on their channels.

 

Results

 

In the campaign, we combined micro and macro influencers and media platforms. Expected, their video content was the most popular. The campaign’s most significant reach and engagement on TikTok confirmed that this social network is the most popular among young people.

The number of 18 Croatian influencers attained about 1.4 million impressions and an engagement rate of 8.6 %, while 12 Slovenian influencers attained almost 300,000 impressions and an engagement rate of 4.4 %.

PR activities resulted in over 40 media coverages in Croatia, Slovenia, and Serbia and over 60 posts on social media.

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