Nivea Lip Balm Campaign, 2017

Nivea Lip-Don, a series of social tutorial videos to teach girls getting the boy they like.

The Ask

Nivea wanted to launch new Lip Balm products targeting on young female generation (age 18-25). How could we create the social talkability among the TA and drive more sales?

The Answers

We Speak Their Language.

Young girls in China were bold, independent and ambitious. Moreover, they not only knew what they want but dare to get what they want. We turned the popular social topic "Kabe-Don", which is a trick boys used to hit on girls, to "Lip-Don" and developed it to 5 videos. In those films, you can see how the girl use new Nivea Lip Balm to "Lip-Don" different kind of boy. To make it more social, users were asked to share the site on social media to unlock the final film. Of course, every film led to EC platform at the end of film.

Video #01 Sweet-Boy

Video #02 Mama-Boy

Video #03 Otaku-Boy (Nerby)

Video #04 Magic Mike-Boy

Video #05 Play-Boy