DRIVING RELEVANCE FOR NIVEA MEN DEODORANT ACROSS MULTIPLE AUDIENCES
Objective
To inspire Malaysian men to adopt better personal care habits by promoting NIVEA Men Deodorant’s anti-staining formula and long-lasting fragrance. The campaign aimed to make an everyday hygiene product engaging across varied audience segments.
Challenge
NIVEA Men needed to adapt a single product message for multiple audiences with differing content preferences while ensuring the brand’s USP remained central.
Result
4.2M total social reach
1M views each on SAYS’s IG & FB for the SureshRaps video
+12% increase in NIVEA Men mentions
25.4K total engagements
217% higher than benchmark
Insights
Using multiple creative treatments allowed the same core message to connect with different audience interests, leading to higher engagement than a single uniform content style could achieve.
Strategy
We developed a series of short-form videos tailored to each platform’s audience, integrating NIVEA Men’s USP into relatable scenarios. Multiple content genres—music, skits, and activities—were used to demonstrate the product’s versatility and relevance.
Execution
- Produced platform-specific short-form videos for SAYS, Viral Cham, and OhBulan.
- Integrated product features into relatable, everyday scenarios for Malaysian men.
- Used varied genres—rap performance (SureshRaps), comedic skits, and lifestyle segments—to cater to audience preferences.
Key Takeaway
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