+5M
impressions
12
creators activated
30K
engagement
Nivea’s challenges
Skincare is one of the most competitive markets in beauty. To stand out, Nivea needs to convey the richness of its offer at every key moment of the year, between launches and reformulations.
Behind every product, there are benefits, ingredients and range specifics to explain. A real need for education, which is hard to deliver in a feed where attention is won or lost in a few seconds.
Nivea entrusted Neads with three missions:
- Make this information clear, easy to understand and appealing
- Strengthen its positioning as an expert skincare brand
- Build a strong connection with its audiences
Our solution
We built campaigns dedicated to each of the brand’s key moments, highlighting the ranges and products tied to current news.
Our approach: have the products explained by the people who use them. The creators were selected for their ability to test, explain and embody the products sincerely, in line with the target audiences. Their UGC videos are published on their own accounts, then amplified as Spark Ads on TikTok to extend their reach.
This approach strengthens Nivea’s credibility, educates consumers and establishes the brand as an expert, accessible reference for everyday skincare.
Our creations for Nivea
With creative, authentic content tailored to the codes of each platform
Our methodology
🧑💻
Our Social Media agency offers a complete methodology to help you reach your goals
Casting
For each key moment, our creative team selected the most relevant content creators for Nivea. Our criteria: their ability to explain a product benefit simply, the trust they inspire in their community and their affinity with the featured range. Twelve creators were activated across the campaigns.
Concepts
We turned each product message into an easy-to-follow content idea: a real-life test, a narrated routine, an ingredient explainer. For each video, the team wrote a creative brief specifying the angle, the key points to get across and the freedom given to the creator to keep their own voice.
Shooting
The creators shot their videos following the shots described in the briefs, in their own style and their own way of speaking to their community. That’s what makes the demos credible: the product is presented by someone people already follow and trust, not by a brand pitch.
Editing
Our editors took the footage and turned it into videos designed for TikTok: an immediate hook, fast pacing, subtitles and clearly highlighted product benefits. The most convincing content was then amplified as Spark Ads from the creators’ accounts, surpassing 5 million impressions.
