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A social video campaign that cleaned up on YouTube

NIVEA

The brief

NIVEA tasked Genero with creating an engaging, product-benefit led piece of original creative for YouTube, Instagram and Snapchat to help launch their Clay Fresh Shower gel range to the Australian market.

The idea

Lobster, an award-winning London-based Creative Production Company, delivered a unique, sensory and ‘unskippable’ suite of videos for NIVEA. The approach uses a montage of macro visuals of the colourful, fresh ingredients interspersed with clips of the product in use. The campaign left no doubt that NIVEA’s Clay Fresh product delivers a purified and soft skin feeling after showering.

Lobster delivered YouTube, Instagram and Snapchat video edits enabling a multi-channel media strategy designed to drive awareness, consideration and intent.

The results

NIVEA ran a Google Brand Lift Study on the TrueView ads from this campaign to measure the effectiveness of creating custom assets for social, rather than adapting global assets.

The results were some of the best the team have seen, exceeding internal and YouTube benchmarks in recall and intent:

  • 116.2% overall lift in Product Ad Recall (Avg. benchmark 25%)

  • 25.9% overall lift in Product Purchase Intent (Avg. benchmark 6%)

The creative resonated well with the intended target of females aged 18-30 with differing results based on KPI’s:

  • 18-24 year old females had the greatest lift in product recall following exposure to the ad

  • 25-34 year olds had the greater intent to purchase following exposure to the ad.

Misha Summlar, Senior Brand Manager at NIVEA said "Genero gave us a platform solution to create a strong local creative with agility and efficiency. The platform was super easy to use allowing us to create a suite of assets in just a few weeks. The creative delivered best in class results for ad recall and purchase intent."

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