Want to know how NIVEA acts innovatively and responsibly? In the latest episode of the DMEXCO podcast, host Verena Gründel speaks with Nadine Bartenschlager and Catherine Niebuhr, Co-CMOs for NIVEA in Germany and Switzerland. Both have played a decisive role in shaping the transformation of the NIVEA brand in recent years. They talk about their experiences and the challenges of the digital age in the DMEXCO podcast. How do they balance tradition and innovation while preserving the brand’s values – trust, quality, and inclusivity? Their vision of a “NIVEA planet” with a focus on diversity, cohesion, and care is especially interesting:
“If you would imagine you close your eyes a little bit and think about a NIVEA planet, what would you see? And you probably would see a planet which is very blue, probably a little bit of white, where you have a lot of families, a lot of genders, a lot of all ethnic skin groups. And this is actually NIVEA. So it’s a brand for everyone.”
Transformation and digital presence as the key to success
Catherine Niebuhr emphasizes the need to strengthen the bond between the brand and Gen Z. To this end, NIVEA is increasingly utilizing digital strategies, especially influencer marketing. Nadine Bartenschlager adds that authentic influencer content is often more effective than slick, highly produced videos.
“Community management is super key for us. We always say friends need to be friends in a certain way, so you need to drive a lot of conversation with them. […] For instance, in our case, when we talk with our communities, it’s not only about the product benefit and the key ingredient, but it is also about the background […]. And, of course, there’s also a second measurement, a second strategy would be interaction with the community. So what we try to do is we integrate a lot of posts, a lot of quizzes, co-creation, involve them early, and so really create a dialog and a lot of engagement.”
Corporate and social responsibility
Another key topic is NIVEA’s commitment to diversity and social responsibility. Nadine Bartenschlager and Catherine Niebuhr talk about the challenges in communicating societal issues, especially when criticism is voiced by the community. They emphasize that NIVEA still stays true to its values, such as inclusivity and tolerance, in the face of negative reactions and actively contributes to society.
“If you want to become a love brand, you have to stand up for something. It’s more than just selling products. It’s also about what you stand for. And this has also been true in the past. But with digital marketing, what has changed is the direct interaction and the direct conversations you need to have with your audiences in real time. And that, of course, is more challenging than maybe in the older times.”
Secrets to successful job sharing
Another interesting aspect is the job-sharing arrangement between Nadine Bartenschlager and Catherine Niebuhr, who have been Co-CMOs at NIVEA in Germany and Switzerland for the past two years. They emphasize the importance of trust, open communication, and seamless collaboration in enabling their team to work frictionlessly with them.
Put on your headphones and tune into the latest DMEXCO podcast episode!
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