Participation
Over interruption
Youth
Audience focus
Passion-led
Media design
We designed and optimised media experiences that connected people to the Nivea Men brand by leaning into youth passion points.
The strategy prioritised participation over interruption — inviting young men to engage with the brand on their own terms.
Build genuine relevance with a young audience that is sceptical of traditional advertising.
We placed participation at the heart of the media plan, designing experiences around the things young audiences are passionate about.
Deeper engagement and improved brand consideration among a hard-to-reach youth segment.