Though has been years in Indonesia market, NIVEA see a major issue in their prompted awareness and brand experience.
P.S. I LOVE YOU MOM campaign changed this. A mother’s day campaign was created which focused more into what the brand stands for instead of product features, bringing NIVEA to the highest recalled brand among its competitor afterwards. Based on the insight that Indonesian people has difficulty saying ‘I LOVE YOU’ directly to their moms, we enable people to do it for the first time and inspire others to do the same. After all, showing is always better than telling.
