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BTL & DIGITAL ACTIVATION

CONCEPT NOTE

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THE NIVEA SKIN CLINIC CAMPAIGN

A Digital x BTL activation to churn out a cohesive experience

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Only a handful of Ghanaians actually know their skin type and the products that are suitable for it. Most just buy skin care products for the sake of it and end up buying products that are not particularly for their skin. Hence, the statement “Nivea products don’t work for me”. Less than half also know Nivea products are unisex too (have a male division).

PROBLEM STATEMENT

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A sample market research done to find out how much people know about their skin and Nivea products.

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Based on sample video survey and some market research, we realized than people’s purchasing power especially among the millennials is based on recommendations/comments/reviews on social media as well as the traditional word of mouth. Therefore, we thought of an activation that cuts across Digital and BTL to churn out a cohesive experience. The general idea is to get people to know their skin types and what exact Nivea products will help them glow up.

 

The Nivea Skin Clinic will be rolled out systematically in 3 phases, with series of activation events and the main clinic as climax alongside an experience show (concert).

 

Aside influential 3rd party voices such as (mostly female) artistes used for the experience concert (likely live band), a certified dermatologist and a cosmetologist will be prime to the success of this project.

THE SOLUTION: NIVEA SKIN CLINIC

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  • Create TOMA that Nivea cares about its consumers or people of all skin types by educating its audience digitally
  • Test (Skin) and Recommend (Product)
  • Share experiences and reviews both on the activation grounds and digitally

OBJECTIVES

  • The main idea is to get the lay Ghanaian to know his or her skin type
  • Maximize sales for Beiersdorf
  • Increase the reputation of Nivea in Ghana
  • Instill brand affinity & loyalty

TARGET

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DIGITAL SURVEYS

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EYRAM – INSTAGRAM BEAUTY INFLUENCER

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RESPONSES

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KIKI MONTANA – YOUTUBE VLOGGER

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DANIELLA - INSTAGRAMMER

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COMMENTS

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