Mediaedge CIA Romania - Hey Girl - Micellar Water
Category: Best Content Marketing Project
Year / Domain / Status: 2016 / Cosmetics / Shortlisted
Our objective was to increase market share versus previous year and fight L’Oreal’s leadership in the segment. Another big challenge for us was to EDUCATE about NIVEA’s Micelar Water promise: QUICK AND EFFECTIVE MAKE-UP REMOVAL. Well, another brand that wants to educate the youngsters – boring! Not too appealing for them. How about enticing them? We knew that our audience is digital savvy and loves video content. We had our aperture, but not a plan of attack yet. WE KNEW THEY’D RATHER LISTEN TO ANOTHER GIRL THAN TO A BRAND. WE DECIDED THAT GIRL TO GIRL CONVERSATION WILL BE OUR PLAN OF ATTACK. We needed to make it authentic and answer genuine girl to girl questions: Hey, girl, do you know this trick to clean your face hassle free? Hey, girl, I bet you I can remove my whole make-up in less than 2 minutes!Execution:
The Make-up Removal Task The Backbone of our communication was partnership with three of the most appealing female bloggers for our target. Each of them created a set of 3 articles, which incorporated video content – 2 tips for make-up removal and an answer to the NIVEA challenge: remove their make-up in less than 2 minutes. Additionally, the bloggers challenged their readers to a make-up removal contest. We had a great owned asset - a dedicated platform – The Care Academy ( http://www.nivea.ro/Experimenteaza/ext/ro-RO/Operatiunea-demachierea ). We developed a special section dedicated to make-up removal. In this way the whole communication led to a much wider source of information delivered by NIVEA. We had also TV support, in order to ensure the Reach, but it was just a point of parity against L’Oreal. We needed authentic connection with the audience and that went way beyond the reach of TV.