Nivea

Industry: Personal Care / Beauty & Cosmetics

Campaign type: Product Launch

Content type: TikTok videos

About:

NIVEA is one of the world’s most trusted skincare brands, with over 100 years of expertise in caring for all skin types. Originating from Germany and launched by Beiersdorf in 1911, NIVEA has become a global household name, offering a wide range of products—from moisturizers and body lotions to sunscreens and deodorants. Known for its iconic blue tin and commitment to dermatological innovation, NIVEA blends science with care to deliver gentle, effective solutions for everyday skin needs. Whether it’s hydration, protection, or rejuvenation, NIVEA supports healthy skin through high-quality, accessible products designed for the whole family.

Challenges:

Educating consumers on the importance of underarm skincare is a major hurdle, as most people associate deodorants only with sweat protection, not with skin health. The campaign needs to overcome this by reframing the conversation to focus on care, hydration, and comfort in a relatable way. Balancing scientific credibility with emotionally resonant storytelling—without sounding too clinical—is also key. Creators must strike a tone that is informative yet warm, while visually integrating product usage, texture, and close-ups in a way that aligns with NIVEA’s brand identity.

Another challenge is ensuring the content doesn’t get lost in the noise of TikTok’s fast-paced, trend-heavy environment. With mandatory elements like natural light, emotional resonance, and subtle product integration, influencers must create high-quality, aesthetically pleasing videos that still feel authentic. They also need to deliver multiple key messages (new product, unique formula, shower gel pairing, post-epilation use) without overwhelming or boring the viewer.

Brand Objectives:

The campaign aims to raise awareness and generate interest in NIVEA’s new Derma Control deodorant line, positioning it as a premium choice that blends powerful sweat protection with skin-loving ingredients like pure hyaluronic acid and vitamins. By highlighting its benefits—such as hydration, irritation reduction, and compatibility with sensitive skin—the brand seeks to differentiate itself from functional-only competitors.

Another core objective is to inspire adoption through relatable influencer content that builds trust and makes the product part of a daily self-care routine. The campaign also encourages consumers to try both the deodorant and its matching shower gel, reinforcing NIVEA as a go-to brand for complete skincare—not just hygiene. Through consistent messaging and user-driven storytelling, the campaign supports long-term brand equity and deeper emotional connection.

42

Total Number Of Influencers Involved

708K

Total Community Dimension

309K

Total Views

226K

Reach(Unique views)

6.45K

Community engagement

5.1×

ROI