2016 Winners & Shortlists

Brief Explanation

NIVEA Creme was not supported in media and marketing for 4 years. The lack of support eroded its awareness and reduced its consideration amongst Moroccans. The challenge we faced was to rejuvenate the NIVEA Creme brand and bring it back to life. We found out that the younger generation is still largely influenced by their elder's advice, especially among women and family. And when prompted, NIVEA Creme still carries a lot of positive values across all generations and is considered to be part of the country heritage, which we found to be an interesting emotional angle to exploit.

Results and Effectiveness

Engagement soared instantly and resulted in rapid new fan conversions. Women, in particular, were highly engaged thanks to the genuine nature of the stories shared by other people across the country, generating over 450,000 interactions on the NIVEA Morocco Facebook page in one month. The campaign also allowed us to recruit over 90,000 new fans on the Facebook page, a growth of +40%. A making of the road trip movie enjoyed 200,000 views on Facebook and YouTube. The business results followed too as NIVEA Creme sales grew by 77%, exceeding the set objective by over 200%.

Creative Execution

We believed that asking Moroccans from different regions and social backgrounds to share their Nivea Crème stories would resonates the most with our consumers. We did that through the lens of a famous photographer and embarked on a journey across the country to meet with Moroccans willing to share memories they have had with NIVEA Creme. During our trip we captured the emotional relationship Moroccans had with NIVEA Creme. 100 pictures were revealed to the media and posted everyday on the NIVEA Facebook page. Fans were surprised to see real people on a brand page and not advertising models.

Insights, Strategy and the Idea

The strong bound to Nivea Creme was the emotional angle we exploited to reconnect NIVEA Creme with women of all ages. The Moroccan woman is now more and more active. She is mobile, connected- and has access to multiple sources of information. Internet penetration is very high in Morocco, reaching 60% of the total population. The number of Smartphones is constantly growing, it is estimated today at 10+ million units. Finally social networking is big in Morocco with 11 million active Facebook users, equal to one third of the total Moroccan population.