For the first Ramadan post pandemic NIVEA wanted to introduce its presence on TikTok as a personal and "A touch deeper" than the rest. Humanity had been facing a crisis in intimacy and bonding due to the pandemic. Ramadan inherently brings family together and we all know family time can call in for either a lot of of stresses or a splendid fruitful time. As a brand NIVEA chose to detangle that and create a tool to elevate both, a preexisting family connection, or breaking the ice between two subjects.
The branded effect is triggered when two subjects would hold their palms against each other initiating a physical intimate moment. A simple touch during a time when humanity had just stepped out of collectively quarantining. Hand at the time were for washing and not holding, so NIVEA as a brand that strives on human touch and connection was set to change that. A set of questions that dig a little deeper would be randomly selected acting as an opener for a deeper conversation would pop up. The subjects would then engage with each other creating a light and fun piece of content.
The Hashtag challenge was a massive success and was hallmarked as on of TikTok's best practice campaigns.
The team One Touch and TikTok made this campaign possible My contribution in this project was from the ground up from ideation to all the way to finalizing:
Ideation, insight, strategy, content writing, content quality control, and talent selection
