NIVEA Soft Product Seeding Campaign

In recent years, influencer marketing has been growing rapidly. Beiersdorf is well aware of this and has dedicated part of its advertising budget to working with influencers. To further promote the legendary NIVEA Soft moisturiser among young people, with a focus on Generation Z, the company has decided, for the first time on the Slovenian market, to launch a product seeding campaign. This is an unpaid influencer collaboration, as part of which influencers decide whether to spread the word to their followers based on the product they receive. This makes it all the more important to present the product in an interesting, standout and appealing way.

The central idea of the well-thought-out influencer pack follows the youthful and playful global product campaign ‘NIVEA Soft – KEEP IT Fresh’, which includes a trendy cooler bag that holds a number of surprises. For the influencers who get the pack the whole experience starts with a specially designed cardboard box with a printed product and campaign slogan. This is followed by the exciting part – the unboxing – which indicates the way we want the product to be shown and provides an extra incentive for the influencers to share the product with their followers.

Each influencer pack contains a Polarbox cooler bag, decorated with a NIVEA Soft moisturiser swing tag. The cooler bag holds the star of the pack – the Nivea moisturiser in three sizes, surrounded by reusable ice cubes and a set of three-dimensional stickers with campaign elements and various summer motifs on top. We left it to the recipients to decide where to stick them. To further explain the surprise pack, we also included a message briefly highlighting the benefits of the fresh and moisturising NIVEA Soft cream, hinting that it can be kept in a cooler bag for an extra feeling of freshness. We also added an invitation to share the contents of the pack using the agreed hashtag.

An exclusive influencer pack that is in line with the ‘KEEP IT Fresh’ campaign slogan from first to last contact was sent to 30 micro and nano influencers selected by Hypefy. As many as 23 of them (77%) shared their excitement about receiving the gift with their followers on Instagram Stories, giving the product additional exposure among this target group.