Nivea Soft went into Dig In Freshers welcome boxes in September 2024, as students set up their first skincare routine away from home. Students who found it in their box answered a survey. 87.6% of them were likely to buy Nivea Soft again, and 98% would recommend it to friends and family (Nivea Freshers 2024 survey, n=2,986). Students used the cream in more than one way, most often on the face and the hands.
The brief
Beiersdorf wanted Nivea Soft in the first skincare routine students build for themselves. The product does several jobs, which suits a student with a small bathroom shelf and a tight budget.
What we did
We put Nivea Soft samples into the Freshers 2024 welcome box, handed to students through their halls and campuses as they arrived. A survey then asked students whether they had used Nivea Soft before, how they used the sample, and whether they would buy it and recommend it.
The result
87.6%
likely to buy Nivea Soft again, among students who received the sample, n=2,986 survey responses, Freshers 2024
98%
would recommend Nivea Soft to friends and family, n=2,986 survey responses, Freshers 2024
What it means for brands like yours
A multi-use product suits a first routine, where shelf space and budget are both short. Students who try it in week one tell you how they use it, which is the brief for your next pack, claim or ad. If your product does more than one job, the welcome box lets students find that out for themselves.
Questions
Did Nivea sample to university students?
Yes. Nivea Soft went into Dig In’s Freshers 2024 welcome boxes, handed to students as they arrived at university.
What did students think of Nivea Soft?
87.6% of students who received it were likely to buy it again, and 98% would recommend it (NIVEA Freshers 2024 survey, n=2,986).
How did students use Nivea Soft?
Most often as a face moisturiser and a hand cream. Many used it in more than one way.