Dry Fresh Campaign

The Challenge
NIVEA Nigeria sought to revitalize its Dry Fresh deodorant line among young urban consumers. The opportunity lay in creating an authentic connection with Nigeria's youth culture while maintaining NIVEA's trusted brand equity.

My Role & Creative Solution
As Art Director at Dentsu-Isobar, spearheaded creative strategy and execution of an integrated campaign that leveraged both macro and micro influencer partnerships:

Influencer Strategy Direction:

• Led creative direction for Skiibii and Beverly Naya’s campaign content, ensuring authentic storytelling while maintaining brand guidelines
• Developed visual frameworks for 50+ micro influencers that allowed for personal expression while ensuring brand consistency
• Created content guidelines that enabled influencers to share authentic experiences with the product

Multi-Channel Implementation:
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This included

• Social media content creation
• OOH installations in key markets
• Radio spot production
• Web asset development

Digital Innovation:

• Created platform-specific content strategies for TikTok, Instagram, and Twitter with a  hashtag #cleartheair.
• Developed shareable social media challenges that drove user engagement

Brand Consistency:

• Maintained NIVEA's global design standards.
• Created comprehensive style guides for all creative partners
• Supervised quality control across all production phases