Background

They say parenting is one of the most rewarding jobs one can have. However, many modern families with both parents having to work may find it more difficult to bond with their child - in particular, working mothers find it challenging to do so. As such, NIVEA wanted to create opportunities to provide mothers with the chance to bond with their children, in a way that is beneficial to both mother and child. #SentuhanIbu (“mother's touch”) is a social initiative NIVEA has championed since 2013 and was designed to allow modern parents — especially mothers — to create bonding moments with their children. This year, the theme was a child's imagination, so NIVEA ran the “#SentuhanIbu World of Imagination” campaign. The objectives of the campaign were to reach its target audience via online channels, majorly mobile, and to drive traffic to its pop-up adventure park.

Describe the creative idea

As an established market leader for all-purpose cream in Indonesia, NIVEA Crème wanted to extend its reach to its increasingly younger audience - millennial mothers. To bring its campaign idea to life, NIVEA leveraged Mother’s Day as an occasion to raise awareness of #SentuhanIbu and engage its audience through a pop-up adventure park, where mothers and children are able to bond through creative storytelling in worlds of imagination. Mobile as a channel has proven to be a very successful outreach channel for NIVEA based on its past campaigns, where KPIs were overachieved. This made it certain to go ahead with the mobile channel again for this campaign.

Describe the strategy

Targeting young mothers in Indonesia, aged 24 to 45, who are highly mobile-savvy and heavy users of parenting and/or grocery apps, NIVEA launched a series of interactive mobile games by combining digital artistry and playpark attractions inspired by a world of imagination. With the mobile channel being the first touchpoint for the audience, the aim of this campaign was to engage with its audience online and drive traffic to the physical pop-up event. Using the storytelling tactic to create a hook, NIVEA’s mobile ad consisted of a 30-second HD video that emphasized on mother and child bonding. This ad is then followed by a set of short games that leverages simple touch and swipe gestures. At the end of the game(s), audiences are directed to a microsite where to learn more and purchase a ticket to the pop-up event.

Describe the execution

The interactive mobile ad created a virtual simulation for users to experience the activities on their phones and motivated them to learn more and purchase a ticket to the pop-up event through a microsite directed from the end card. The mobile ads began with a 30-second video and then there were four mini-games that customers could choose to play based on their interest. This gamified transition before the end screen set the ad apart from other mobile ads in a unique and engaging way. These games required only simple actions, such as swiping and tapping, so that anyone could play. Due to its simplicity and interactive nature, the resulting engagement rate and click-through rates were high. The more consumers engage with the ad, the more interested they become - increasing the chance of them to bring their children to have fun and bond at the physical pop-up event.

List the results

“Stellar” is a word that perfectly describes the results of the campaign. The mobile gamified ad unit recorded 3.6 million impressions, with a video completion rate of 81.1%, significantly higher than the industry benchmark of 70.1%. Users were highly engaged with an engagement rate of 11.3%, far above the industry standard of 6%. The mini-games were so engaging that users spent an impressive average of 8.4 seconds, compared to the industry benchmark of 6 seconds. Overall campaign results further showed that 2,916 event tickets were sold, 50% higher than 2018 and NIVEA achieved a growth of 571% for the brand's e-commerce business compared to 2018. The market share increased by 350bps immediately after the campaign, achieving the highest market share in Indonesia. All in all, it's a testament to interactive mobile advertising’s reach and efficacy for today's mobile-centric consumers.