The Campaign

Nivea's Flaunt it! campaign aimed to celebrate gorgeous skin in a market that was becoming increasingly conservative. A collaboration with LA-based designer Adam Saaks showed how modesty can be sexy. A fashion show, radio engagement, digital videos, social media, on-ground activation and in-store promotions helped increase sales and created a unique take on hero-ing skin.

Success of the Campaign

The campaign achieved the task of dramatically launching the new Nivea Extra White Firming Body Serum and pushing sales. There was a 56% increase in sales versus the same three-month period in 2014. The Nivea pop-up store set-up seven days before the Fashion Show drew in sales of RM83,000, which was an increase of 737% versus a regular 7-day period for the brand. Total Nivea volume share of the body category saw 47% growth versus the same three-month period last year, gaining a 2-point share over competitor Vaseline. During the three-month period of the campaign, the number of Nivea Malaysia Facebook fans increased by 8%. The online videos featuring Yasmin Hani and Emely Poon also received 800,000 views within the three-month period. Overall, the campaign achieved 68% of total population reach, with a PR value of over RM2.9 million.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

A PR event launched the product and gave the media a teaser to the collaboration, while a TVC spot communicated the product functions. Digital videos featuring celebrities Yasmin Hani and Emely Poon documented their positive reviews of Nivea, while capturing their excitement working with Saaks to uniquely showcase their transformed skin. Additional digital support included a Facebook contest to win tickets to the fashion show. Radio DJs gave listeners a chance to win a live cutting on-stage. MixFM DJ Linora interviewed Saaks on his craft and received a personalised cutting. Nivea also unveiled an eye-catching pop-up store. With every product purchase, visitors were given free cut-out outfits created by local fashion design students. At the Fashion Show, Saaks created instant cut-out designs for Yasmin, Emely, and other lucky participants to modestly but sexily reveal skin. The event was covered E!, Diva, The Star, The Malay Mail, and Nanyang Siang Pau.

As skincare leaders, Nivea relies on the ability to glorify flawless skin to demonstrate its product efficacy. This is sacrosanct when launching a new product like Nivea Extra White Firming Body Serum, where the communications objective was to celebrate having both fair and firm skin. However, in 2015 bare skin became a hot topic in the media with Malaysian women facing intense criticism for their dressing. So how could a skincare brand showcase skin if it was impossible to show much of anything? In an environment encouraging women to cover up, we played on the insight that modesty can be sexy. Hinting at gorgeous skin in the right places is sexier than showing off a lot of it. We collaborated with celebrity designer Adam Saaks, renowned for his cut-out fashions that strategically highlight skin. Saaks was the highlight of a fashion show that steered the conversation towards skin, not sin.