The Campaign

The cloud cream cone from Nivea The abundance of foam is the unique feature of this new product. We found that young ladies, no matter tall or short, slender or chubby, trendy or plain, all fell in love with one thing in the summer. – Icecream cones .Inspired by this, we created the world’s first icecream cone cleaning brush to engage with target audience. When a NIVEA CLOUD CLEANSING MOUSSE is put on this icecream cone cleaning brushes, the world’s first Cloud Cream Cone is born.

Creative Execution

Cloud cream cone pack is launched on the Tmall platform and retail store. We engage KOLs on social media and E-Commerce site to promote it. Engaged with Tmall, we created 5 cream cone pop-up stores in main cities to promote the experience, which attarct KOL's to check in and broadcast on social media again. these pop stores drive another burst traffic flow on line. Our campaign generated buzz and triggered a surge of interest in try-on among young lady fans from online to offline. For NIVEA, this is more than a regular promotional campaign for a new product, it created a noval and engaging facial cleansing experience.

Results

Subtitle: A total of USD 0.3 million free instore display, 20.4% full-category sales growth, No. 1 market occupancy in the month, 30,000 participation, 900,000 traffic, 80M social media platform exposures This campaign has been rated by NIVEA as the Most Inspiring Project globally.

We find that cleaning the face is a routine task for target audience, without any emotional experience. we also find they’re willing to share new experience on the social media, hence starting from our selling point, the unique foam. we create Cloud Cream Cone. Rather than communicate the product attributes, which most of brand is doing, we’d like to create the emotional connection with target audience to enhance curiosity for trail and sharing. The Cloud Cream Cone is being called “little honey” by our audience on social media, and as a result the campaign achieved huge success on sales performance.

TA: from 18-28, students or white collars.for facial cleaning wise, compared with lots of strong cleanser product which maybe could damage their health skin, they are looking for a product cleaning their skin with a soft and gentle way, for their lifestyle wise, some special and new things will more attract and hook them for trail and sharing. The cone cleansing brushes comes with variety of styles. They comes in cute or serious, cool or hot, perfect match for your style and taste, to change the experience of boring cleaning face.