Nivea Luminous 630

The Objective

Nivea Luminous 630: More than Just a Cream

Nivea Luminous 630 had managed to get campaigns with beauty and personal care creators that positioned the product in the market, but it needed something else, something that made it culturally relevant, that gave something to talk about and incentivized the participation of the users in the platform. The objective was to guarantee a solid interaction and an authentic connection with consumers. To achieve this, TikTok became the ideal partner. Its participatory nature, strong communities, and the credibility of creators in the personal care space provided the perfect environment to amplify the brand’s message.

The strategy had to ensure an authentic connection with the audience while also boosting engagement through unique, inspiring, and relevant content. That’s why working with specific creators and understanding how conversations move on the platform were key to triggering the desired impact.

The Solution

Humor, Community and Lots of Glow

The main idea was to democratize the conversation and give a voice to the people who have skin spots and are looking for real solutions, betting on entertainment and the participation of a growing community — all in collaboration with the agency Kool, whose support was key in bringing the strategy to life.

Said community is characterized for openly expressing their beliefs, working on their best version and following content creators who promote diversity, so they took advantage of TikTok Creative Exchange and of the alliance with two content creators who have been it girls in the platform: Burrita Burrona and Turbulence Drag. In their own style, they capitalized a great insight and reached communities who were into #manifesting and #mantra (+2M VV during 2024).

The campaign was deployed from November 28 to December 18 2024. Burrita and Turbulence showed us the power of using the product constantly and with humor. Thus, with a Branded Mission, around 500 participants repeated the anti-spot mantra with the product in hand and plagued the platform with +1M interactions, flooding TikTok with an explosion of participation that further strengthened the presence of Nivea Luminous 630.

The TopView solution guaranteed high levels of reach and visibility, while the collaboration with content creators through TikTok Creative Exchange allowed to build closeness and credibility. On the other hand, the Branded Mission promoted the active participation of users through a strategy of user generated content (UGC), where they showed the product on camera, without receiving any other incentive than the desire to be part of a community that believes in the power of #MantraLuminous630.

The Results

Connection, Mantras and Results

One of the campaign’s biggest achievements was the extraordinary participation from the community: over 500 users joined in just 11 days, enthusiastically recreating the Duet of the iconic video by La Burrita Burrona and Turbulence, showing a genuine connection with the brand’s message. This was reinforced by solid results from the Brand Lift Study, which showed meaningful improvements across all stages of the funnel:

• +5.2% in Ad Recall, with 45% of impacted users remembering seeing the campaign

• +6.3% in Awareness, with 48% of impacted users reporting being aware of the brand

• +4.2% in Brand Association, with 34% of impacted users associating Nivea Luminous 630 with spot correction

• 500+ participants in the Branded Mission

• 1.3M total interactions generated

"What we loved about this campaign was the incredible reaction from the skincare audience to one of the most iconic and entertaining partnerships on the platform. Featuring two of today’s most beloved creators in the most important campaign of the year, it proved once again that, to stay relevant on the platform, brands must find the right way to communicate their message through the creativity of TikTok creators."

— Juan Carlos López, Digital Hub Lead CAMEX

Sources:

• Client Internal Data

• TikTok Marketing Science Mexico, Study: BLS | Nov 29 – Dec 14, 2024

This is a TikTok Case Study. Past results do not guarantee or predict future outcomes.