CASE STUDY

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CASE STUDY NIVEA
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LEAD GENERATION
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Snapshot Already a leader in the cosmetics
market Nivea wanted to steer clear off any
competition through a campaign which required
large interactions from its exisiting and new
users. Objective In India, Nivea is mainly
known for its packaging as the cream in the blue
tin. Given its long heritage in the market,
Nivea is also associated with the older woman
the cream my mum uses. Into this climate, Nivea
Soft launched a moisturizing cream for teens and
young women aged 15 to 22 years old. These girls
wish to look beautiful, but either do not have
the parental consent or the money to pamper
themselves with beauty products. Nivea Soft was
positioned on the benefit of moisturizing care
for young skin. The communications platform
developed to address this consumer need was
Stay Simply Beautiful. Strategy As part of
the strategy, it requires young women to visit
the Nivea site and register themselves.
123Greetings who primarily fall under the above
category gave a enormous leverage to the program
with huge number of young users logging in to
register themselves. Results The mailer
broadcast saw a prompt increase in inquiries and
hits to the Nivea simply soft competition site
increased by 27 in a single day. Nivea was happy
with the results, which exceeded quantitative
objectives, and from a qualitative standpoint
exposed the brand to a target it had never before
reached.
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NIVEA MAILER REPORT

• Mailers sent 1,500,000
• Open Rate 10.03
• CTR 15.91