Caveman diets, liver cleanses, organic everything: The world was moving toward all-natural lifestyles, and so was NIVEA. They asked us to help them market their new healthier skincare offering, Pure & Natural, in the digital space.
The average woman thinks she doesn’t have time to jump on the all-natural bandwagon, figuring she’ll have to overhaul her entire lifestyle. So we decided to prove her wrong. We created a 28-day plan to help her create healthy habits through bite-sized, fool-proof steps. And we turned it into a mobile app so that she really had no excuse.
The NIVEA Pure & Natural app let women choose from easy, small changes to make in four key areas of their lives, creating a healthy “to-do” list that would become habitual over the four weeks. Through a world first partnership with Bauer media, the app sent them daily reminders & links to compelling content to encourage progress, awarded them badges for completing tasks, and tracked their moods and energy levels. Pep talk videos from Aussie TV personality Catriona Rowntree provided encouragement, too. On day 29, a personalised report detailed what the user achieved and where she could use more practice.
- Top 10 in the health and fitness category
- The Pure & Natural app earned a five-star rating in the app store
- It helped women create more than 13,500 new healthy habits
- Users interacted for nearly 1,000 hours total