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The Situation
NIVEA has stood for skincare for over 100 years, yet the brand was rarely associated with sustainability by Gen Z. Despite vegan formulas and recycled packaging, skepticism and criticism dominated on TikTok. Instead of defensive communication, NIVEA wanted to build trust through transparency with a campaign that listens, explains, and engages in dialogue.
Implementation
The foundation of the campaign was a custom-developed testing framework featuring over 50 TikTok-native creatives. Flight 1 focused on attention: provocative hooks led to over 5,000 comments and sparked genuine discussions. Flight 2 built on dialogue—comments were stitched, questions were answered, and experts from the Beiersdorf headquarters were brought into the conversation.
Outcomes
291 million views with a CPM of under €1.10, half the TikTok benchmark. And all this with a strong ad recall of 13.8%. More importantly, the brand climbed from 6th to 1st place in sustainability perception in an extensive participant survey by Appinio.
