Lucas Sousa Gondim - NIVEA - Rose Care

Petals was the biggest, most challenging and most important project that the agency and NIVEA had had since they started working together. It was huge because of the amount of assets (more than a thousand), the different countries and markets: LATAM (covering 15 countries: Mexico, Costa Rica, Dominican Republic, El Salvador, Guatemala, Panama, Colombia, Ecuador, Brazil, Chile, Argentina, Peru, Uruguay, Paraguay, Bolivia), MENA (UAE, Saudi Arabia, Egypt, Morocco, Tunisia, Algeria), South Africa, and Turkey.

The amount of different products was also impressive. We had five hero products (Micellar Water, Micellar Face Wash, Moisturizing Gel Cream, Hydrating Face Mist, 3-in-1 Face Wash/Scrub/Mask) and three non-hero products (Micellar Wipes, Hydrating Sheet Mask, Hydrating Eye Mask), and some assets had to mention the range.

Together with the office in Dubai, we created a playbook for the local markets that had different TVCs, static and moving assets for Meta (Instagram and Facebook), TikTok, and Youtube, while also having it available as dynamic templates on Storyteq, the digital platform that helps make the translation and adaptation of the assets to the local market more efficient. The playbook also had KVs for POS, influencer ideas and their guidelines, photos of the texture of the products, the products by themselves, in situ, and with the talents. With the talents, we had lifestyle, application, appreciation and togetherness shots. We also created the product pages and e-comm assets.

For Precision Marketing, we had different messages throughout the funnel (Know, Want, Get, Use) for different skin needs (Face Care, Make-up Lovers, Natural Seekers, and Oily Skin) for each of the 8 products and the range.