In India, NIVEA is a brand associated with mothers.
How do we become relevant to Gen-Z, you ask?
Easy. You talk to the influencer that resides in them all.
To get the younger audience excited about their flagship product, NIVEA launched four special edition packs based on popular personas of college girls – Smarty, Fashionista, Entertainer and Sporty.
To kick things off, a digital first property was launched that gave them a platform to show their talent off.
In order to participate, the audience had to choose their persona, create an Instagram Reel using the Fresh Batch Filter showcasing their talent, Tag @niveaindia and up to a 100 girls would get a chance win the experience of a lifetime, along with a host of fun prizes.
All this effort culminated beautifully into 4 power-packed days in mid-October 2021 where 75 Indian Gen Z influencers of tomorrow were identified and recognized.
Brand Films
Influencer Videos