Case StudyNIVEA B&W Abaya Engineer

Background

In 2011 NIVEA launched the anti-perspirant Invisible for Black & White. The product was the first anti-perspirant on the market referred to as invisible, leaving no stains on black and white fabrics.

The launch became one of the most successful launches for Beiersdorf at that time.

The years to follow, NIVEA has met increasing competition from its competitors, mainly from Unilever copying the Black and White concept for its Dove and Rexona brands, referring them to as “invisible” anti-perspirants.

Objective

NIVEA came to Madison in late 2014,with the objective to drive sales and maintain leadership on the Black and White anti-perspirants market, targeting the GCC and local community, specifically the UAE and the KSA market.

Insights

From research we had the following insights on what was important to consumers:

• Wearers of the traditional black Abaya, wanted a fabric that would keep them cool in the hot weather but yet not be transparent. They also wanted the fabric to be able to hold the perfume fragrance and not crease easily.

• Consumers are concerned about embarrassing deodorant stains as this makes them feel less confident.

Approach

Madison developed a branded content campaign with the objective to stay relevant to the local consumer. A campaign that is built around storytelling that talks to the local consumers and address their needs and concerns that we had retrieved from the insights.

To achieve this, Madison created a campaign, talking to the consumers through the use of a leading Abaya Designer. An Arab designer that would partner with NIVEA and that would vouch for NIVEA B&W and its benefits, as an Abaya designer mainly deals with black and white fabrics.

The Abaya Engineer

After a lot of research, Sara Al Madani was found as the perfect fit for the product and the brand, a female, young, Emirati Abaya designer, using the pseudo name “The Abaya Engineer”.

Not only was Sarah a local sought-after Abaya designer with a big social following, she has also designed Abayas for Madonna during one of her visits to Dubai and the Star Wars movie, episode 7.

The Branded Content

To communicate the message Madison created:

TeaserA 10secs teaser was created to generate excitement for the campaign and the competition

2 minute Online Video AdvertThemed The Abaya Engineer, The video takes us through the process of engineering the perfect abaya. It features Sara in her boutique and working environment, talking about her passion for Abaya designs and her customers. Furthermore, talking about the needs she hears from her customers on a daily basis along with the benefits of NIVEA B&W and promoting a Call to Actionin shape of a competition.

The Branded Content

Online PR videosFrom the footage shot from the 2mins video, we created 5x20secs online PR videos with different topics including; tradition, the colours black and white, about reward, care and promoting a Call to Action in shape of a competition.

Instagram videosCut-downs of the online video formats to create 5 x 15 seconds.

Youtube pre-rollA five seconds call to action that limits the zapping and entices the target audience to continue watching for the promise of winning a designer abaya.

BloopersTo sustain the campaign, we planned funny bloopers that humanized the campaign. Done for entertainment purposes, that allowed the audience to see the human side of Sara.

Driving Engagement - Win a Designer Abaya

In order to drive engagement a competition was created where the viewers could win a designer abaya from the designer herself. A Call To Action saying “watch the video to win a designer abaya” was posted along with the videos in order to drive engagement, increase viewership and ensure viewers would watch the full video.

At the end of the video a link appeared alongside Sara telling viewers to click to win one of her Abaya designs. The link was directly linked to NIVEA ME website.

As simplicity and facilitation is the key to drive engagement, all viewers needed to do for a chance to win was to enter their details and they were automatically in the draw.

Each and every url gets a cookie for retargeting to allow NIVEA to capture the right audience with repeated opportunity to see.

Distribution

The campaign was supported across Digital, In-mall andIn-store communication.

Social Media

On Social Media the 2 min video, along with the 5 Online insta, Youtube pre-rolls, PR videos, bloopers and teaser were seeded across the digital platforms including facebook, the NIVEA website and YouTube. On all of the platforms the competition was promoted with a link that led directly to NIVEAs website. This would allow NIVEA to build a data base for future campaigns.

Insta

Distribution

In-Mall

An activation stand was displayed in malls outside hypermarkets around UAE, KSA and Kuwait.

The activation stand featured big screens that played the branded content and promoters with IPad could be seen approaching women in Abaya asking them if they would like to be part of a promotion to win a designer abaya by the abaya engineer. They also carried the products where pass-byers can see the product demo and try for themselves.

In-StoreIn-store materials with a seal saying that the NIVEA B&W is recommended by leading designers in the GCC.

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