Making a Splash in the Lotion Aisle
NIVEA was launching its biggest innovation to date, and wanted to elevate their status as a skincare expert by showing the target there is a new way to moisturize with in-shower body lotion.
Research showed that the target customer is an occasional body lotion user, is strapped for time and always is looking for efficiencies in her morning routine. The one place where she always has room to multitask is in her shower.
Doing It Differently
Product launches can be very formulaic, which is why we want to do something different by creating a new trend – “showertasking”. By creating a showertasking hashtag as well as branded information on the latest trend in multitasking.
To drive visibility and retail pull-through, we offered Facebook fans early access to samples, hosted a spa/shower experiential media event, and distributed a widespread creative mailer to over 250 editors.
Coverage of NIVEA In-Shower began with a splash, earning nearly 300 million impressions in its first month on shelves with placements like Today, Yahoo!, Allure, Glamour.com and Good Housekeeping. In addition, more than 211,000 Facebook fans signed up to trial the product, generating more than 3 million impressions on social media.
In less than a month, sales exceeded expectations with over 1.2 million units sold. The product also reached #1 best-seller status on Amazon.com.