Nivea Soft – Building Brand Loyalty Among Gen Z

The Challenge:

Nivea sought to introduce its versatile product, Nivea Soft, to a younger audience, specifically Gen Z and UK University students. The goal was to highlight the product’s multi-purpose benefits—suitable for use on the face, hands, beard, and body. Nivea needed to generate data to prove the ROI of the campaign, as well as to inspire intent to purchase and long-term customer loyalty among this key demographic.

The Solution:

Nivea executed a strategic sampling campaign that targeted students directly through 50,000 hall drop samples and 101,000 samples in DigIn Freshers Welcome Boxes. By focusing on students in their first year, the campaign ensured that Nivea Soft would be introduced to a wide audience at a time when they were likely trying new products and forming brand habits.

The Results:

• New Brand Exposure: The campaign successfully introduced Nivea Soft to 53% of students who were not regular users of the brand prior to receiving their free sample.
• High Purchase Intent: Among those who tried the sample, 87% said they planned to buy Nivea Soft again, translating to an estimated £656,850 in potential revenue.
• Strong Word-of-Mouth: The campaign generated significant word-of-mouth marketing, with 98% of students saying they would recommend the product to friends and family, further amplifying brand reach and trust within the Gen Z community.

Conclusion:

Nivea’s targeted approach to sampling through DigIn proved highly effective in introducing Nivea Soft to Gen Z consumers and students, leading to strong brand awareness, high purchase intent, and positive recommendations. The campaign not only succeeded in proving the ROI but also laid the groundwork for long-term customer retention and advocacy, positioning Nivea Soft as a go-to skincare product for a new generation of users.

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