NIVEA: Digital Content Strategy

NIVEA wanted to own the mother-daughter relationship well before Mother’s Day and all the competitive content that would ensue. Based on the insight that "you become an adult not when you no longer have to listen to your mother, but when you realize she was right," we developed a global content platform #momwasright.

Sourcing real stories from real women around the world, we generated over 15 million views on YouTube and drove young women to the #momwasright platform to watch, share and generate their own content with their friends and their moms.

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