Brief Explanation

BACKGROUND The NIVEA Pure & Natural app was created to drive digital engagement around NIVEA’s new natural skincare offering, Pure & Natural. It was built for busy women, who aspire to a more natural lifestyle but don’t have time to commit to sweeping lifestyle changes. The app is a 28-day program that gradually steps the user toward a healthier, more natural life by way of simple tasks. Why 28 days? That’s how long it takes to create a habit. KEY FEATURES • Users choose from easy, bite-sized changes to make in four key areas of their lives, creating a healthy “to-do” list that will become habitual over the 4 weeks. • The app sends users daily reminders and tracks their moods and energy levels as they go. • Pep talk videos from Aussie TV personality Catriona Rowntree provide encouragement. • As they complete the daily and weekly tasks, users earn badges and trophies they can share to Facebook. • On day 29, a shareable infographic details what users achieved and where they could use more practice. RESULTS • The app earned a five-star rating in the app store • It helped users create more than 13,500 new healthy habits • Users interacted for nearly 1,000 hours total • All this in a country where less than 1% of installed apps are branded • NIVEA is now the #1 natural skincare brand in Australia