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The Challenge
NIVEA has stood for skincare for over 100 years, but 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.
Execution
The campaign was built on a custom testing framework featuring over 50 TikTok-native creatives. Flight 1 focused on grabbing attention: provocative hooks generated over 5,000 comments and sparked genuine discussions. Flight 2 focused 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 under €1.10—half the cost of TikTok’s benchmark. This was achieved alongside a strong ad recall of 13.8%. More importantly, in an extensive survey conducted by Appinio, the brand climbed from 6th to 1st place in sustainability perception.
