Brief Explanation

To celebrate the launch of Nivea’s Extra White Firming Body Serum, we collaborated with LA-based designer Adam Saaks, renowned for his cut-out fashions that strategically highlight skin. We created an activation event called the Nivea Flaunt It! Fashion Show. We invited a pair of local celebrities, actress Yasmin Hani and radio announcer Emely Poon, to showcase their transformed skin at this event after a 14-day use of the product. The campaign rolled out with online videos that documented their positive results and captured their excitement at their big reveal. On Facebook, a countdown clock created urgency for the event, and a contest offered free passes to the Fashion Show. On radio, listeners participated in a contest to win a “live” cutting on stage. Then the grand finale: the Fashion Show, where Saaks did on-the-spot cut-out designs on the celebrities, contest winners, and even members of the public.

The Brief

Nivea's Flaunt it! campaign aimed to celebrate gorgeous skin in a market that was becoming increasingly conservative. In a cultural environment that encouraged women to cover up, we played on the insight that modesty can be sexy. Hinting at gorgeous skin in the right places can be sexier than showing off a lot of it. We collaborated with celebrity designer Adam Saaks to strategically reveal parts of the body’s skin with his instant cut-out designs. 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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.