2017 Promo & Activation

THE BEST MOTHER’S DAY GIFTS ARE HOMEMADE

TitleTHE BEST MOTHER’S DAY GIFTS ARE HOMEMADE
BrandNIVEA (BEIERSDORF)
Product/ServiceSILK MOUSSE
Category A01. Fast Moving Consumer Goods
Entrant FCB Amsterdam, THE NETHERLANDS
Idea Creation FCB Amsterdam, THE NETHERLANDS
Media Placement MEC NETHERLANDS Amsterdam, THE NETHERLANDS
PR MEC NETHERLANDS Amsterdam, THE NETHERLANDS
Production FCB Amsterdam, THE NETHERLANDS
Production 2 FAST FORWARD FILM Hilversum, THE NETHERLANDS
Additional Company BEIERSDORF Amsterdam, THE NETHERLANDS
Credits
Name Company Position
Thijs Griens Nivea (Beiersdorf) Product manager
Annemieke Poot Nivea (Beiersdorf) Marketing manager
Tim Maas Nivea (Beiersdorf) Head of Marketing
Viet Ta Trong FCB Amsterdam Art Director
Wouter Kampman FCB Amsterdam Art Director
Rolf Bais FCB Amsterdam Copywriter
Michael Kouwenhoven FCB Amsterdam Creative Director
Dimitri Hubregtse FCB Amsterdam Creative Director
Massimo van der Plas FCB Amsterdam Chief Creative Officer
Micky Geesink FCB Amsterdam Strategy Director
Benno van der Helm FCB Amsterdam Business Director
Netteke Bak FCB Amsterdam Client Services Director
Gemma van Riet FCB Amsterdam Agency Producer
Thomas Melgers Fast Forward Film Film producer
Margot Fuykschot MEC Global Client Services Director

The Campaign

THE IDEA: The DECORATE–IT–YOURSELF pack As the insight says, The best Mother's Day gifts are handmade. That's why, for one week only, NIVEA transformed more than 30.000 traditionally blue bottles into a blank canvas. And every child could create their own handcrafted, personalized Mother's Day gift: the ultimate combination of a silky soft and caring shower product, decorated with loving, beautiful and most of all personal handcrafted messages from your child. A memorable and emotional collector's item to recollect every time you step into the shower.

Campaign Success

Together with NIVEA we transformed more than 30.000 bottles in a local Dutch distribution center. From this point, they were distributed to 600 Kruidvat stores where they were sold for one week only. The Decorate-it-yourself pack was exclusively available from the 7th till 14th of May. To introduce the pack, we invited an elementary school in Amsterdam to be the first kids to create their own Mother's Day gift. We documented the class and the kids and pushed it as an online documentary. During the week we invited kids-influencers te create their own Mother's Day gift, as they have a massive reach in our kids audience. To help the fathers and kids, we ended our campaign week with designers and illustrators who gave creative workshops in stores of Kruidvat.

Describe the success of the promotion with both client and consumer including some quantifiable results

With a week, the packs were sold out in all Kruidvat's. Which meant we not only doubled, but trippled the sales of Silk Mousse, in comparison to 2016. Reach of target audience Primary audience target: 60% Primary audience result: 72% (12% above target) Secondary audience target: 50% Secondary audience result: 55% (5% above target) Tertiary audience target: 35% Tertiary audience result: 57% (22% above target) Brand preference (for Nivea Silk Mousse) to 49.3%, which Google qualified as 'Best in Class' of 2017. The online documentary was viewed over 1 million views within the week. Nivea Silk Mousse became the number one shower product during the Mother's Day week (and beat competitors like Dove and Rituals). And most of all, the endless social feed of decorated Silk Mousse bottles, enthusiastic kids and mother's and loving messages, resulted in doubling the PR-value of the campaign.

Explain why the method of promotion was most relevant to the product or service

For Mother's Day, beauty brands normally create a price promotion and offer discount on products. Instead, NIVEA chose to add emotional value and create a deeper connection, based on the most powerful insight of Mother's Day: The best Mother's Day gifts are handmade. NIVEA changed their distribution for this campaign and even changed their pack design, for this exclusive Mother's Day campaign. We created a local distribution line, which resulted in more than 30.000 Decorate-it-yourself packs. The packs were sold out within the week, which resulted in the most successful Mother's Day campaign for local shop Kruidvat.

Approach: Create brand preference for Silk Mousse during Mother's Day period. But the current situation offers challenges: - Discounts are the primary sales drivers - Emotional connections are mostly given to a brand, not a specific product. - People are giving more and more personal care products as gifts for Sinterklaas (Dutch holiday) and Christmas. - Nivea Silk Mousse isn't perceived as a valuable or emotional product (which competitive brands as Rituals are perceived) Target Audience: a. Primary audience: women 20-49 who use a shower product: 60% b. Secondary audience: mothers 20-49 with 6-10 years old children: 50% c. Tertiary audience: fathers with 6-10 years old children who are searching for the perfect Mother's Day gift. Strategy We wanted to create something that Mother's would really want through an emotional connection. That's why we started from the insight: the best (most memorable and emotional) Mother's Day gifts are handmade.