The Campaign

Fashion is always the ultimate pursuit of Chinese young girls; we leverage idol's power to make NIVEA deodorant to be a must-have item for a chic summer look. So we co-created with China's largest female fashion app MOGU Street and most popular Chinese idol girl group SNH48 to present a 5-episode variety live show "IDOL-ING" which placed NIVEA deodorant product smoothly via various fashion topics. Each deodorant product was refashioned into a must-have item for fashion look. Meanwhile, various of content was created around same topic in native style and seeded into MOGU Street App, leading users directly to product purchase page.

Creative Execution

"IDOL-ING" has 5 episodes in total,each episode lasts 2 hours. And it lives on MOGU Street at 8:00 p.m. on every Thursday. Also, the program and features are distributed to all mainstream websites and APPs. Through all possible methods we integrated Nivea brand and products into the whole show, such as brand sponsorship, moderator announcement, product placement, celebrity demonstration, beginning/ending tag-on and setting design. We scripted and created scenarios letting SNH48 demonstrate how to use Nivea deodorant as everyday must-have item to style up in summer time, such as whitening must-have, travel must-have, little black address must-have and etc.

1) Advertising performance Campaign lasts 36 days, NIVEA achieve 360 million brand exposure, 3.1 million clicks and 2.3 million native Html 5 engagement. Due to diverse and amusing placement, NIVEA acquire 4,405 seconds brand customized placement in five episodes in total, “IDOL-ING” reach 30 million video view via all mainstream video site distribution. 2) Cost-efficiency performance Convert brand benefits to 15" pre-roll video unit cost, average on-target 15" brand exposure less than 1 RMB, less than 1% of normal pre-roll video. 3) Conversion performance Campaign resulted tremendous uplift in brand purchase intention in MOGU Street app: daily brand search trend has grown 20 times, Nivea e-store traffic has grown 12 times, Nivea deodorant add-to-favorite has grown 10 times.

NIVEA partnered with one of the highest target audience rate integrated APP, and co-create high quality content with one of the most popular idol group. Utilize platform's and idol group's influence to cultivate deodorant usage habit among target audience.

Insights, Strategy and the Idea

Our target audience are Chinese young girls aged from 18 to 25. They care more about their appearance. Through data we have discovered girls rely on mobile to access to fashion trends and information. They follow celebrities and influencers’ movement, and very likely to buy products those recommend. As a consequence, we should leverage their favorite celebrities' influence to recommend our products and spread on the most related platform.