Nivea Q10 Replenishing Pearls

Nivea Q10 launched a brand new product – Q10 Replenishing Pearls. EG’s Activation team helped Nivea achieve their launch goals.

Campaign Results:

Objectives:

• Raise shopper awareness of the new innovative Q10 Pearls
• Educate shoppers on how and why Q10 Pearls work and how it compliments the current Q10 Anti-wrinkle range.
• Deliver an engaging in-store experience for shoppers, driving education of Q10 Pearls (and Q10 Anti Wrinkle range)
• Use product testers to encourage trial and convert to purchase

What was the measurable outcome the client was hoping for?

Nivea wanted to ensure shoppers are educated on what serums are for, how to use them, and how Q10 Pearls can help their skin as a part of their daily regime. Success would be to sell at least 4 Nivea Q10 Volume Pearls per session.

How did EG propose to achieve the objective?

To achieve the campaign objectives, EG proposed a nationwide campaign promoting Nivea Q10 across selective Countdown and New World stores.

A nationwide team of Brand Ambassadors would be capable of delivering:

• Aesthetics – a branded in-store look with navy blue dresses and a yellow scarf.
• Knowledge – extensive product knowledge would help to educate shoppers on the product and it’s benefits
• Experiential – ambassadors would distribute brochures, and encourage customers to sample the product
• Attitude – ambassadors can provide an enthusiastic and positive face for the Nivea range

EG proposed the above strategy would result in converting shoppers to buyers.

What were the tangible results?

• 50 Sessions were executed across individual Countdown and New World stores nationally.
• Over 2694 shoppers were spoken to over the course of the campaign, out of these 1595 went on to be demonstrated to.
• Over the course of the campaign approx. 158 units of Nivea were individually sold and were placed in shoppers trolley’s. This equates to an 10% conversion rate of sampling to sales.