How NIVEA Won Over Viewers with Skincare Micro-Dramas
Objective
NIVEA wanted to boost awareness and brand engagement for both NIVEA Luminous and NIVEA MEN during the festive Raya season.
Challenge
Festive ad clutter made it difficult to stand out. The team needed a storytelling angle that felt emotionally relevant while still communicating product value.
Result
1,569,493 total video views
5,394,069 total reach
554,648 total engagements
1.02% average engagement rate
(vs. 0.56% benchmark)
Insights
Gen Z and millennial audiences crave authenticity and emotion — especially on platforms like Facebook and Instagram. By tapping into micro-dramas with local flair, the brand could reach audiences in a format they enjoy.
Strategy
We created a series of short micro-dramas that tackled relatable skincare concerns wrapped in festive storytelling. Each narrative subtly introduced NIVEA products while building an emotional connection with the audience.
Execution
- Developed 4 episodic short-form videos tailored for Facebook Reels
- Scripts focused on themes like family pressure, confidence, and nostalgia during Raya
- Collaborated with local creators to bring authenticity and relatability
- Products were woven into the storyline as natural solutions
- Timed the rollout for maximum impact during peak Raya content window
Key Takeaway
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