Given the threat posed by competitors, NIVEA needed a compelling campaign that would set it apart and educate women on the importance of using skincare rich in Q10 to help fight the anti-aging process.
To launch the campaign, we incorporated a nutritional angle and developed a narrative around NIVEA’s Q10 anti-ageing range that would create continuous excitement around this natural ingredient. We chose a holistic approach to skin, health and happiness by inviting media to an intimate NIVEA Q10 BOOST Brunch in a city centre hotspot.
Selected media were invited to treat their skin to a super-boost of Q10 through a delicious Q10 inspired NIVEA menu, NIVEA Q10 product trials, a Q10 cooking demonstration by celebrity chef Andrew Rudd along with a NIVEA Q10 presentation from one of Ireland’s leading national skincare specialists, Selene Daly. Further outreach included sending targeted influential media, bloggers and key opinion leaders a NIVEA Q10 Boost Box.
We generated over 20 pieces of earned media coverage on the NIVEA Q10 Anti-Ageing range across broadcast, national and regional media. Sales of NIVEA’s Q10 Anti-Ageing range increased by 10% throughout the month of, and in the four months following the relaunch event. In comparison to the previous year, we secured an increase of 150% in engagement and interaction across NIVEA’s social channels.