The Campaign

We wanted to show young women that makeup doesn't have to cause skin problems if you remove it completely. we decided to demonstrate this with someone who wears the heaviest of makeup everyday - a Likay performer. We picked a true story of a young girl named Mhew. She, like most Likay performers, comes from impoverished background and is working at a young age to help out her mom. Like all Likay performers wear heavy makeup nightly, and this is starting to give her bad skin, putting her down the path of her mother. We took care of her skin, by offering NIVEA's cleansing water to return clearness to her skin,and in-turn clearness to her beautiful life.

Execution

To effectively reach young women, we went online with a powerful message and a documentary of a girl, their age, that had everything to gain with a proper removal of makeup. We first launched the video on facebook and youtube, then followed by advertorials on popular female channels to help activate the conversations.

- More than 2,880,000 THB worth of PR value - 283% more search volume for the product within 3 months of the campaign launch - more than 3 million views and 6 million reaches - sales increased by 30% for NIVEA Cleansing Water during the campaign period

The Situation

The campaign created buzz for Nivea regarding their cleansing water product and created a social movement about effective makeup removal on social media. The effort also generated more than 2.8 million THB in PR value.

The Strategy

The target audience was young girls who might be wearing makeup and does not use makeup removal in their normal routines. They often use facewash and feel that it’s enough. The aim is to create awareness for NIVEA’s cleansing water while get young women to rethink their current cleansing routine, and empowering every woman the confidence of having youthful skin.