The booming skincare industry is full of fierce competition. While NIVEA is popular with women, we needed to boost its reputation and relevance with women, aged 18-30 years old. To achieve this, we wanted to make NIVEA stand for something in the eyes of this market by dramatizing a genuine insight and demonstrating NIVEA’s benefit of trusted natural skincare confidence.

NIVEA knows that when you feel good in your skin, you can achieve anything. Our campaign, "CaretoDare", was created as our communication platform to harness the insight that when you use NIVEA care, you feel good in your skin, and when you feel good in your skin, you have the confidence to really take life on. We turned women’s self-conscious attitude around swimsuit season’s bare-it-all-moment into an opportunity for NIVEA to build a sisterhood, spread skin-confidence and dare women to challenge these fears by inviting them to join NIVEA and “Dare to Dip”.

Media messages across all major channels delivered a call to action for women to pledge to dip with NIVEA and in-so-doing communicate your body confidence.

“Dare to Dip” was a catalyst for a body confidence PR message carried into paid, earned and owned media delivering topline objectives: increasing awareness, participation, sampling, and digital amplification. The campaign engaged over 90,000 women across European markets, made 243 million media impressions, significantly improved Top of Mind consideration (+8%) & recommendation (+15%) and helped NIVEA achieve growth of 6 times that of the overall market.

The campaign commenced through on/offline press and on Facebook to build conversations around the subject of body confidence driving women to sign up to be part of the movement. Everyone who registered (90,000) received “Dip kits”.

250 individuals were invited in the UK to join us in Covent Garden, creating stories and content. At the same time in Denmark, Sweden and Netherlands we made similar connections and invitations. We used social media to direct a touring “Dip Skip” creating peaks of social chatter around locations and celebrity involvement, achieving organic reach of over 7 million people on Facebook.

The “Care to Dare” campaign made a significant impact in both the awareness it generated and in its actionable impact as demonstrated by consumer participation and increase in market share.

Awareness:

• 54 million Facebook impressions, 39 million organic

• Over 243 million media impressions

• Experiences created content which reached 18% of the UK target audience with a frequency of 3

Knowledge/Consideration

• Significantly improved Top of Mind consideration (+8%) & recommendation (+15%)

Action/Business Impact:

• Over 90,000 women pledged across all European markets

• NIVEA growth 6x faster than market.

• Significant increase in brand penetration

• Sales increased 14.3% Year-on-year