| Title | 28 DAYS TO A PURE & NATURAL LIFE |
| Brand | NIVEA |
| Product / Service | NIVEA PURE & NATURAL APP |
| Category | A08. Best Use of Other Digital Platforms (Incl. Mobile Devices) |
| Entrant | ANALOGFOLK Sydney, AUSTRALIA |
| Entrant Company | ANALOGFOLK Sydney, AUSTRALIA |
| Advertising Agency | ANALOGFOLK Sydney, AUSTRALIA |
| Media Agency | OMD AUSTRALIA Pyrmont, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Lucy Plunkett | Analogfolk | Client Partner |
| Sam Werge | Analogfolk | Producer |
| Pia Chaudhuri | Analogfolk | Senior Creative |
| Matt Grogan | Analogfolk | Executive Creative Director |
| Matt Robinson | Analogfolk | Managing Director |
Our audience loved the app. At last someone had given them an effective, easy way to adopt a natural lifestyle! With minimal media exposure, the app achieved over 6,200 downloads in a 12-week period and a five-star rating in the app store. Best of all, the app did what it set out to do, helping users create more than 13,500 new healthy habits. All this in a country where less than 1% of installed apps are branded. As for the NIVEA Pure & Natural skincare line, less than five months after launch, it’s become the #1 natural skincare brand.
Creating a mobile app allowed us to use the most intimate of channels to land involving and in-depth messaging. Users chose from daily, bite-sized changes to make in four key areas of their lives, creating a “to-do” list for the days ahead – adding up to a 28-day program that would build new habits. Tracking their moods and energy levels along the way, the app sent users reminders and tips to help motivate. Pep talk videos from Aussie TV personality Catriona Rowntree, who was taking part and documenting her progress, provided encouragement. As they completed the daily and weekly tasks, users earned badges and trophies shareable from the app to Facebook. On day 29, the app analysed users’ results to see what they achieved and where they could use more practice. This data was presented as an infographic dynamically generated from within the app, which could also be shared.
Background: NIVEA’s Pure & Natural range is their natural skincare offering. However, with only 2% of all skincare purchases being “natural”, the established category wasn’t large enough to meet sales targets. NIVEA needed to grow the category, with the goal of Pure & Natural being the #1 natural skincare brand by late 2013. Our target - women 25-45 - trusted NIVEA’s skincare expertise but were turning elsewhere for a natural offering. Insight: It takes 28 days to change behaviour to form a habit - in skincare or anywhere else in life. Whilst our audience holds a natural life as ideal, they find it’s not easy to make big changes to their routine. Being trusted for skincare expertise meant NIVEA was uniquely positioned to help women create new natural and healthy habits. Solution: An app that helps women make dozens of little changes, adding up to one big, natural lifestyle transformation.