"India is just growing so fast and is just coming into the digital age. It's very exciting. The young people especially are very diverse. In the large towns, they behave like people in the US or the UK, but at the other end of the spectrum, some don't even have access to TV."
Our work » Case studies » Beiersdorf (Nivea Soft)
Nivea Soft, a moisturizing cream for younger skin, was struggling to make an impact in the market because younger consumers were confusing it with Nivea Creme, ‘the cream my Mum uses'.
Our challenge was to raise awareness and sales of Nivea Soft. And with competitor brands outspending Nivea in conventional media channels, we had to find a new way to achieve awareness among young Indian women
Our research showed that 15-22 year old Indian women desperately want to be recognized and appreciated. But in practice this desire is rarely fulfilled. We developed the Nivea Soft Stay Simply Beautiful Face communications platform, giving young women a golden opportunity to be in the spotlight
We sent camera crews to multiplexes, malls and offices in Mumbai, Delhi and Kolkatta. We invited women to take part in a contest to find the Nivea Soft Stay Simply Beautiful Face. To enter, the girls simply had to do an interview to camera. Capitalizing on the target audience's fascination with movies, the interviews were screened during intermissions between films. Suddenly, the contestants' faces were up on the big screen, creating tremendous buzz in the audience.
Moving from a local focus to a national scale, we selected the top 100 ‘Beautiful Faces' and ran their profiles on a dedicated microsite. The contestants each uploaded a short video clip encouraging the public to vote for them online or via text message. Interest was amplified through radio interviews with the contestants. Finally, the winner was crowned as the Nivea Soft Stay Simply Beautiful Face
