About the project 

Led by Nivea’s Research and Development (R&D) team an event for its global marketing team in Germany was organised. For this event, they needed to showcase the superiority of the product and needed a science-based tool that could prove their claim compared to competitors. A tool that aimed to equip the marketing team with a clear understanding of Nivea’s product efficacy by demonstrating the nourishment power of their products with concrete evidence.

By providing the marketing team with concrete scientific evidence, Nivea aimed to equip them with the knowledge, confidence and a tool to communicate the brand’s nourishment claim convincingly.

The main challenge faced by the R&D team was developing a science-based tool that could effectively prove product efficacy and superiority while remaining simple and visually understandable during the event.

The Nivea team had a wish list but with no clear idea how to implement it. They relied on USP to ideate and create a winning solution that checked all the boxes.

Working on our three-step ideation concept USP went on to develop a winning demo:

• Demo Ideation ​– generating ideas and solutions that may best suit the project
• Demo Development ​- evaluating and refining the ideas, based on their feasibility, impact, and alignment of Nivea, the aim was to select the most promising ideas that can be developed further. The selected ideas are then developed into prototypes or mock-ups to demonstrate how they would work in the real world. 
• Demo Execution – Scaling up and delivering the winning prototype within the timelines

With each step being dependent on the success of the previous one and with a clear outcome (deliverables)​

Feedback after the event: The event proved to be a success, and the marketing team responded positively to the presentation. The science-based tool was well-received, and the audience understood the message clearly.