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.

The Brief

Total RMB 8M budget(1.5M US dollars), 5M on social media and 3M on pop-up store.. Own around 6M free resource on Tmall and retail channel.

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.

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

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

We find that clean the face is a routine task for our target audience, without any emotional experience, and they're willing to share new experience on the social media, hence starting from our selling point, the unique foam, rather than we communicate attributes directly,we create firstly cloudy cleaning ice crone to arouse consumer’s curiosity for trail and sharing experience on social media, which achieved huge success on sales and buzz online.

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.