Advertisements are more than what we merely see on our screens, it takes a robust amount of time, energy and resources to bring it alive. Advertising campaigns not only help brands reach its target audience, but also make consumers aware of the product or services. In fact, it sometimes plays a crucial role in evolving consumer habits, trends and traditions. In our weekly Campaign Decoded series, industry experts highlight the unseen behind a campaign. Sunil Gadgil, marketing director, NIVEA India, talks to BrandWagon Online about the conceptualisation, thought and more about the campaign. (Edited Excerpts)
What was the thought behind the campaign?
Our approach with the launch of NIVEA Soft Fresh Batch was crafted to address two fundamental objectives. Firstly, we aimed to establish a stronger connection with the Gen Z audience, extending our reach beyond our generational user base. We acknowledge the evolving preferences of today’s consumers who seek engaging content in innovative formats. For a brand with the legacy of NIVEA India, this initiative was designed to create modern touchpoints that resonate with this dynamic consumer segment.
Secondly, we aspired to create a platform that would shine a spotlight on, mentors and champions, the next generation of influencers. Our digital exploration to discover emerging creators, encompassing various regions across the nation – including tier-2 and tier-3 cities, gave us the opportunity to progressively expand and enrich this property year after year.
Which agency has conceptualised this? Why did you choose this narrative?
The NIVEA Soft Fresh Batch initiative is a project that was conceived and executed by our in-house team. Our team worked to create a concept that accomplishes a two-fold objective: establishing a strong brand connection with younger audiences and offering a dynamic platform for emerging creators.
From the inception of the IP, our team has invested exceptional efforts to expand and enhance this property with newer elements each year. For example, one of the significant upgrades includes the creation of distinctive cohorts (tribes) with dedicated mentors and workshops. These additions reflect our commitment to elevating the property and enhancing the experience each year.
As a result of these efforts, we have seen remarkable growth in the overall popularity of Soft Fresh Batch among our target audience. This year, we experienced a surge in participation, with over 2,30,000 entries pouring in on both Instagram and MOJ, a 2x increase from 2022. Emerging content creators from over 45 cities across the country enthusiastically participated in this thrilling digital quest. Entries were submitted from major metros such as Mumbai, Pune, Surat, Ahmedabad, Delhi, Kolkata, Bangalore, Hyderabad as well as regional towns – Lucknow and Jaipur.
How do you intend to influence the consumers with this campaign?
NIVEA India has been an integral part of the Indian consumer’s purchase choices for generations. However, we want to have a positive influence in our consumers’ lives beyond our product offerings especially Gen Z and millennials.
Our digital quest for the next generation of creators is exemplified by NIVEA Soft Fresh Batch. This initiative is our way of showcasing our commitment not only through our products but also by creating opportunities that align with our consumers’ aspirations.
To effectively engage with our audience in a meaningful way, it was essential to collaborate with personalities they admire. This led to the inclusion of prominent mentors. These mentors played a pivotal role in nurturing and guiding the next generation of budding creators within their respective tribes. Their involvement generated significant buzz around the third edition, attracting a surge in entries.
In addition to this, NIVEA also executed on-ground activations through college-led events across 430 colleges in 40 cities. This strategic approach allowed us to engage with the right audience and further solidify the brand connection we aim to establish.
What was the budget for this campaign?
NIVEA Soft Fresh Batch is our biggest brand property and is already in its third year of execution. Each year, our aim is to enhance the scale of the property, and this requires careful planning when selecting partners.
One significant aspect this year was the inclusion of renowned influencers who took on the role of mentors for the participants. This strategic investment added substantial value and contributed to the overall success of the 2023 edition.
We also focused on fostering organic associations. So, our approach was to streamline our efforts and gain visibility organically and maximise our impact while optimising costs.
Which are the mediums you will advertise on and why?
NIVEA Soft Fresh Batch is a digital-first activation designed to resonate with the GenZ audience. To effectively engage with this demographic, we needed to establish a presence on platforms that hold the greatest relevance for them. Instagram and Moj therefore emerged as the platforms that best aligned with our target group.
Our messaging strategy was meticulously tailored to these platforms, making them the primary focus of our campaign.
Along with that, mediums such as YouTube and connected TV and on ground college led activations were executed to reach the TG effectively and engage them on all touchpoints.