Our Work

Nivea

By January 3, 2019 No Comments

Intro

VJ Salamone approached ANCHOVY. to generate awareness and capture leads that will convert to purchase Limited Edition Nivea Beauty Boxes and generate footfall in outlets. The duration of the campaign was for 2 weeks and this is what we have achieved together.

Strategy

Following the kick off meeting, we understood what the client wanted to achieve. There were two, Phase 1 and Phase 2 each phase running for a week.

Following the kick off meeting, we understood what the client wanted to achieve. There were two, Phase 1 and Phase 2 each phase running for a week.

PHASE 1

This phase involved reaching a specific target audience to get them interested and hyped about the Limited Edition Nivea Beauty boxes eventually selling out. Number of boxes – 50. The hard part was trying to keep the contents of the box a ‘surprise’ 🙂

PHASE 2

Phase 2 was all about promoting the remaining products of the box’s contents and get footfall traffic to the outlets. The platform chosen was Instagram alongside an aggressive Lead Gen strategy.

Content Strategy – Phase 1

A creative concept was brought up and a story was created to bring out an element of fun, excitement and exclusivity. Here are some examples of the content executed.

With this video, we wanted to create a sense of urgency to our target audience and make them aware that this box is limited and not worth missing out on.

Did this work ?

After running this strategy for a few days, we noticed that it was not generating enough leads to hit our target of 50 boxes within a week.

A change in strategy had to be implemented and fast…

We got to work and created an aggressive Lead gen strategy which involved data capturing, databases and direct reach.

Did this work ?

After running this strategy for a few days, we noticed that it was not generating enough leads to hit our target of 50 boxes within a week.

A change in strategy had to be implemented and fast…

We got to work and created an aggressive Lead gen strategy which involved data capturing, databases and direct reach.

Content Strategy – Phase 2

Now that our audience has a good sense of awareness about these products, it was time to tackle the second objective: footfall traffic.

A series of moving images (.gif) were created to keep the fun and excitement going on these products. Here’s what we created:

Now that our audience has a good sense of awareness about these products, it was time to tackle the second objective: footfall traffic.

A series of moving images (.gif) were created to keep the fun and excitement going on these products. Here’s what we created:

The Final Result

We never settle on just one strategy – keeping focused on the targets is the main priority and we keep on progressing to ensure targets are met.

PHASE 1

Having spent the final days of Phase 1 running the lead gen campaign, we got the following results:

Target: Sell 50 Nivea Boxes
Results: Sold out + another 55 leads wanting to purchase the box.

PHASE 2

Running the Instagram products posts was more than enough to SELL OUT in the stores.

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