Quickly build awareness for NIVEA MEN’s new Active Energy product line.
NIVEA MEN’s critical challenge was catching the attention of its wide target audience for its new product launch. A wide array of brands communicated the functional benefit of their products to Chinese males that sought out specific skincare solutions, but with much more investment than NIVEA MEN’s RMB CONFIDENTIAL – FOR JUDGING PURPOSES ONLY 3.8M (<USD $0.6M) launch budget.
NIVEA MEN’s target audience was wide: men aged 18-35.
These young Chinese men were all leading increasingly busy lives. The older group focused on mixing work, family and pleasure, and the younger targets wanted to experience more and more. What they all had in common was a lack of time. Personal care suffered as a result: late nights; stress-filled busy days; bingeing on content and social media; but not enough time spent relaxing and taking care of their bodies. For men, skincare was also not part of the natural morning routine and was not getting the care it needed.
Health is a top concern among NIVEA MEN’s target consumers, but convenience and temptation often get in the way. 80% consumers surveyed by Mintel said they wanted to have a healthier diet in 2017 but 29% young males said they find it hard to realize (Mintel).
Key insight: Young Chinese men know they should look after their bodies more, but because of their busy lifestyles they don’t dedicate enough time to this. It is a secondary priority.
Convenience was of such value to consumers that e-commerce and m-commerce was booming in China. For NIVEA MEN’s new Active Energy line to enter the lives of our targets, we needed it to be part of this new wave of convenience, but also create the association with its product functionality “rejuvenation”. The biggest growth in apps was for food delivery (86% YOY growth according to CNNIC 2016 39th report); a perfect fit with our product functionality for skin: “rejuvenation”.
Our strategy: Leverage the new wave of food delivery apps to make our targets take notice of NIVEA MEN’s new Active Energy line.
Our idea: Feed Your Skin
We partnered with China’s top food delivery platform, Eleme, to deliver a healthy breakfast with a difference. Our NIVEA MEN breakfast box included a healthy start for your body both on the inside (fresh fruit and vegetables), and the outside (a free sample of NIVEA MEN Active Energy). Not only was this the first ever partnership of its kind in China (skincare brand and food), we also created a new media: NIVEA MEN branded breakfast delivery box and bag.
We launched with a big bang, allowing us to quickly build awareness on a small budget campaign. We launched with an integrated digital activation, tapping into paid media on Eleme’s App in 3 different contextual locations within the App ecosystem – the interstitial when the App is opened, the homepage and the breakfast section. We utilized 16 Chinese Influencers (KOL’s) over a 3 day period to help build earned media on China’s 2 biggest social platforms – WeChat and Weibo, with additional buzz-building support on NIVEA and Eleme’s 4 owned media channels.
All these awareness building tactics drove people to order breakfast and engage with the NIVEA sampling activation. As consumers finished ordering breakfast, they would be prompted to order the customized NIVEA breakfast package all focused on the core campaign theme of healthy and active energy. The package would get directly delivered with the food order to the consumer. The response was overwhelming positive, prompting us to create additional video content that allowed us to sustain the campaign momentum from launch.