Perfect & Radiant Skin

The Challenge
Despite established market presence, NIVEA Perfect & Radiant faced diminishing brand distinction in the competitive Even Tone category. Analysis revealed our biggest competitor was gaining market share during our TV campaigns, indicating a critical need to differentiate our product and connect with younger consumers seeking simplified skincare routines.

Our Solution
Transformed NIVEA's market approach by partnering with award-winning artist Sho Madjozi, whose vibrant personality perfectly aligned with our rejuvenation strategy. Rather than traditional ambassador marketing, we created an innovative participation platform that sparked authentic engagement with our target audience.

Creative Innovation

• Pioneered the first-ever female personal care brand partnership in Nigeria on TikTok
• Created the "#RoutineRoutine Challenge" that turned skincare into shareable content
• Developed AR filters that enhanced social media engagement

Campaign Implementation
Directed multi-channel content production including:

• Television commercials featuring Sho Madjozi
• Large-format outdoor installations nationwide
• Digital content optimized for TikTok, YouTube, and social platforms
• Custom AR filters for social media engagement

Strategic Amplification

• Orchestrated influencer strategy combining celebrity power with micro-influencer authenticity
• Created cohesive visual system that maintained brand integrity across all platforms
• Developed engaging social media content that encouraged user participation

By turning skincare routines into shareable moments, we didn't just create a campaign – we sparked a movement that transformed NIVEA Perfect & Radiant from a product into a cultural conversation.