The Challenge
NIVEA® one of the world’s largest skin-care brands, wanted to capture engagements with shoppers to drive awareness of its new Rethink Soft brand campaign.
The Experience
Instead of catching brief moments of consumers' time with traditional ads that interrupt, NIVEA® knew it could spend quality time with shoppers of its target grocery stores via Dabbl.
NIVEA® launched a Dabbl experience with six different activities for consumers to engage in, including two short videos.
The first video was a brand video highlighting it's "Rethink Soft" campaign. The second video focused specifically on the Essentially Enriched body lotion product.
Consumers could also rate products in the product line and give their opinion of which they preferred.
Finally, NIVEA® used several call-to-action variations throughout the campaign to encourage consumers to add products directly to an online shopping cart and other online and offline shopping activities.
More Info
- 6 Activities per experience, including Video, Multiple Choice, This or That activities.
Results
Completions
Completions
per Experience
100% of the NIVEA® experiences that were started were completed. On average, these shoppers spent a minute and sixteen seconds engaging in the experience.
NIVEA® saw a +10% lift in (it's already very favorable) brand favorability as well as a +208% ad recall lift, comparing those who were exposed to the experience and those who were not. They liked the brand more and two weeks after the conclusion of the campaign, many shoppers remembered the experience.
And what about sales?
NIVEA® achieved a 15:1 return on ad spend for all NIVEA® brand product sales and a 5:1 return on ad spend for the promoted product sales at the target grocery stores.
