Regional campaign achieved great results

Did you know that in 1998, Beiersdorf experts were the first to use coenzyme identical to skin in a cream for mature skin care? Coenzyme Q10 is now one of the most important active ingredients in anti-aging care. We celebrated 25 years of this important innovation with a large integrated campaign on the markets of Croatia, Slovenia, and Serbia.

 

Creative greeting cards and a prize contest encouraged users to engage

 

At the peak of the campaign we organized an event which brought together numerous representatives from the media and influencer scene at a regional event held in Zagreb. Guests were entertained by the excellent young musician Filip Rudan, who released his first album immediately after celebrating the 25th anniversary of NIVEA Q10, and will soon celebrate his own 25th birthday.

As part of the influencer campaign, content creators were selected to wish a happy 25th birthday to their favorite NIVEA line and invite their followers to write a personal message to their 25-year-old selves. The best ones were rewarded with NIVEA Q10 gift packages.

Media also had a great response to the big anniversary and the creative press kit, resulting in over 60 publications in leading lifestyle media. Also, over 150 reels, posts, and stories were published on social media platforms.

By combining micro and macro influencers on Instagram and TikTok in Croatia and Slovenia through two phases pf communication, we achieved almost 640,000 impressions and an average engagement rate of 3.1%.