Building Brand Relevance

In a competitive category, NIVEA needed a social-first strategy to build cultural relevance and shift brand perception amongst younger audiences.

Our audience sentiment analysis suggested that NIVEA was struggling with three key areas; misconceptions around the products’ quality, a nostalgic perception of the brand as being “for older people”, and low awareness in general.

Using these insights, we built a strategy aimed at tackling each of these through long term influencer strategies. This was then overlaid with bespoke approaches based on NIVEA’s 12 product categories and their relation to customer needs e.g. dry skin, acne, sun protection.

Goat completely reinvented NIVEA’s approach to influencer marketing using:

Data – We’ve implemented a data-driven approach using Ibex that enabled us to find the right creators for the right audiences and content formats. We’ve also developed a smart approach to NIVEA ambassadors, continuously testing and learning.

Creative – We’ve pushed NIVEA outside of their creator comfort zone, tapping into different niches and communities.

Community – We’ve placed NIVEA at the heart of Gen Z conversations with content like the Living in My Skin podcast featuring Love Island finalist, Olivia Attwood, and the Pride activations with Charlie Marlowe. We’ve also hosted numerous influencer events and brand trips that felt true to the brand and audience.

Diversification – We’ve launched NIVEA into new platforms like TikTok and Pinterest with creator-first content, and we introduced NIVEA to influencer-led paid media, to expand their reach, engagement and conversions.

Scale – Finally, we’ve scaled this across multiple markets, maintaining our “Centralised Strategy, Localised Approach” philosophy.