NIVEA. For over a hundred years this brand made sure our skins were soft and bodies
clean. However, the skincare brand doesn’t only linger on former succes and introduced
an innovative deodorant: NIVEA Beauty Elixir. We were invited to introduce this renewing
and alcohol-free deodorant to Dutch consumers through activation.
In addition to sampling, it was important to generate high-quality contact moments. The
only way to create these moments is by approaching the right target group. In
collaboration with Kinetic, we have conducted extensive research into the subdivisions of
this target group and where to find them. Women between the ages of 20 and 30 were
joyous when they received their NIVEA Beauty Elixir at Universities and Colleges. A mini
perfumery was developed for women between 30 and 49, situated around high-end city
centers. Finally, after a movie night out at Pathé, ladies were surprised with a NIVEA
Beauty Elixer goody bag.
Thanks to the professional and luxurious appearance of the activation, Megawatt Field
Marketing aimed high and got the job done. The target was amply achieved and almost
all samples ended up in the hands of enthusiastic consumers. NIVEA not only saw an
increase in sales, but also received many positive online responses from happily