Introduction
For many years, melanin-rich skin women struggled to find beauty products that embraced and celebrated their natural beauty. The lack of representation in the beauty industry made them feel that their specific skincare needs were not valued or considered. As a result, many resorted to using products that were not ideal for their skin type, often resulting in suboptimal results or skin issues.
Existing beauty products have often overlooked the diverse range of skin tones and unique concerns faced by dark-skin women, leading to feelings of exclusion. As a result, these women have encountered challenges in finding products that effectively nourish and enhance their natural radiance. However, Nivea has addressed the limited product choices for women in the beauty industry with their product line-’Nivea Radiant & Beauty’.
The availability of Nivea’s Radiant and Beauty line has empowered melanin-rich women to embrace their natural beauty with confidence. They no longer have to settle for products that do not understand or cater to their specific skin needs. Instead, they have access to a range of products that celebrate their unique features and address their diverse skincare concerns; offering solutions that resonate with their specific concerns.
Objective
The campaign sought to foster a deeper connection with this demographic, addressing their concerns, and providing a sense of representation and inclusivity within the beauty industry. The campaign also aimed to create personalized interactions, raise awareness about the Radiant and Beauty line, and foster a sense of connection and trust between Nivea and the consumers.
Target Audience
Target Audience: The target audience for the Nivea Radiant and Beauty campaign is primarily women who are interested in skincare products. Demographic Profile:
- Age: We targeted women between 20-50 years.
- Audience Verticals: We targeted the following verticals; Lifestyle, Beauty & Fitness, Fashion & Style and Face & Body Care.
- Interest and Behaviour: We targeted the audience profile that included; women who are enthusiastic about beauty, skincare, and self-enhancement, women with skincare concerns using keywords like uneven skin tone, dryness, sensitivity.
- Location: We targeted women in urban and suburban areas in Kenya who are more likely to access beauty products and follow skincare routines.
Execution & Implementation
In the rapidly evolving digital advertising landscape, brands are constantly seeking innovative ways to engage with their target audience. Conversational ads have emerged as a dynamic and engaging form of advertising in the digital landscape. Conversational ads revolutionize traditional advertising by enabling interactive conversations between brands and users. The ads provide a personalized and engaging experience, allowing users to interact with the ad directly. Conversational ads have become a growing trend due to their ability to capture user attention, enhance brand-consumer interactions, and deliver customized messaging. In digital advertising, conversational ads are integrated into the banner or video ads, offering users an immersive experience within the ad itself. MediaPal executed the campaign through conversational ads. The campaign integrated chatbot technology within the display ads to facilitate engaging conversations between the brand and users. This approach provided an interactive and personalized experience, enabling users to receive skincare recommendations, beauty tips, and information about Nivea’s products directly within the ad itself. We created the ad on two dimensions, that is 300250 and 300600. The campaign was strategically served across selected top Kenyan publishers and publisher sites whose primary content is on beauty and wellbeing. MediaPal ensured the campaign reached the intended target audience in the preferred areas. Users who matched the specific audience criteria encountered the ads and had the opportunity to engage and converse with the interactive BOT embedded in the ads. Nivea collected valuable data on user interactions and received feedback directly from users, providing insights into their interests and preferences related to the product. This conversational approach fostered a deeper connection with the audience and allowed Nivea to tailor future marketing strategies to meet the needs and desires of their consumers effectively.
Conversational Ad Creative
See the following live creative and consumer journey: Nivea Radiant & Beauty Converse
Campaign Reporting Statistics
The campaign generated outstanding reporting statistics, indicating the campaign’s success in capturing the attention and interest of the target audience. Key statistics include:
- Average count of engagements and engagement rate: 250K+ engagements with an ER of 5.36%
- Click-Through-Rate: We got a soaring 1.02% of women who took the conversation further by clicking on the ‘LEARN MORE’ button to discover more on the product
- Average Time per Conversation: The average duration of the conversation between the audience and the ad was less than 30sec
- Completion Rate: Maximized user engagement led to minimal drop-offs resulting in 70% completion rate of the audience who engaged with the ad
Engagements: 250K+
Engagement Rate: 5.36%
Campaign Success
The campaign allowed Nivea to offer the target audience a variety of information within the ad- and without forcing them to leave the banner. The success of the campaign has had a ripple effect on the beauty industry. It has sparked conversations around the importance of inclusivity and representation, urging other brands to follow suit and cater to the diverse needs of all consumers, regardless of their skin tone.The conversational ad also allowed the women to choose a pathway and have what feels like an authentic conversation. 2,000 women interacted with this new ad format. 1,400 showed keen interest in exploring personalized skincare recommendations for various skin types. With 1,072 expressing interest in learning about the benefits of ‘Natural Oils’ like macadamia, almond and olive oil, which are known for hydrating & antioxidant properties and the ability to nourish the skin deeply. Additionally, 328 women were enthusiastic about ‘Vitamins’ for skincare, with top favorites being Vitamin B3+ for moisturization and skin glow and Vitamin C for brightening effects and combating environmental skin damage.
Moreover, the ads:
- Enhanced user engagement and interaction.
- Had higher click-through rates (CTR) compared to static ads ran previously of the same campaign for awareness.
- Allowed Nivea to collect valuable consumer insights for future campaigns.
- Offered better conversion rates through real-time assistance.
- Addressed the unique skincare needs of diverse skin tones that led to increased representation within the beauty industry.
- Personalized interactions and tailored approach has enhanced confidence and self-assurance, as women feel empowered to embrace their natural beauty and radiance.
Conclusion
The campaign brought about a transformative impact for melanin-rich women. By addressing the lack of representation and limited product choices, Nivea has empowered these women to embrace their beauty confidently. Women who were once underserved in the market now have a brand that understands and acknowledges their needs, making them feel valued and appreciated. The campaign also effectively harnessed the power of conversational ads to engage the audience, deliver personalized skincare solutions, and foster empowerment within the women’s community. By leveraging conversational ads, Nivea successfully connected with women seeking effective skincare solutions, addressing their needs and aspirations.