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NIVEA Body Serum activated a nationwide value offer to accelerate purchase intent among young female consumers while strengthening brand equity. The campaign combined high-reach channels with strong lower-funnel mechanics—email reminders, push notifications, and auto-reminders—to convert a large authentication base into meaningful offline purchases. Despite a short promo window, the campaign delivered solid store traction and an exceptional uplift in brand strength and recall compared to previous NIVEA campaigns.
Strengthening brand equity through a targeted value offer for young female consumers
NIVEA Body Serum rolled out a value offer across Indomaret and KlikIndomaret to spark demand among young female consumers, a demographic that already holds strong affinity toward NIVEA products. The campaign combined social channels, telco triggers, email reminders, and Grivy Wallet to maximize touchpoints while recycling unused codes to sustain participation. Despite only running for several days, the campaign generated millions of impressions, high authentication, and meaningful brand equity uplift—evident in the improved NPS and brand strength scores among participants compared to the control group.
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Drive incremental penetration and reinforce NIVEA’s leadership in the body care category
The objective was to strengthen NIVEA Body Serum’s salience among high-intent young women while enabling them to experience the product at a compelling price point. By capturing first-party data, boosting brand recall, and converting claimers into in-store transactions, the campaign aimed to uplift both short-term conversions and long-term brand equity. The strategy also allowed NIVEA to understand performance across cities, with several cities emerging as strong transactional hubs.
A multi-channel value-offer journey optimized with reminders, and accelerated funnel triggers.
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Delivering strong brand equity uplift and widespread engagement across high-intent young consumers
The activation delivered strong brand equity results with higher brand recall, improved NPS, and a stronger brand strength index among participants compared to the control group. Despite a condensed timeline impacting redemption depth, the high authentication and claim rates proved strong audience relevance. Insights also revealed that young female consumers were highly responsive and that multi-channel reminders played a critical role in pushing users from claim to purchase.
This activation demonstrated NIVEA’s ability to strengthen equity and purchase intent even within a compressed timeline. The campaign provides a clear blueprint for scaling value-led strategies with more time and deeper offer incentives.
