Cellulite is a problem for a large number of women between the ages of 20 and 50, but most are skeptical about the efficacy of topical creams. Nivea wanted to address this skepticism and relate personally to women’s experiences and feelings about their cellulite.
Nivea’s Good-bye Cellulite product launched in 2007 in partnership with the Tyra Banks Show, using real testimonials of women who had seen dramatic results from using the product. Nivea decided to extend the partnership for 2008 and leverage the implied endorsement.
The 2008 partnership spanned a series of Time Warner properties, including The Tyra Banks Show, People Magazine and Extra. The Tyra Banks element saw two full segments on the show – the first introduced the “Goodbye Cellulite Hello Bikini Challenge” participants and the panel of Nivea experts. The second revealed the women’s fantastic results, with Tyra Banks herself discussing the product. People magazine followed the journey of the women taking the challenge. Readers were given a behind-the-scenes look to a Nivea sponsored fashion show, with the models attesting the effectiveness of GBC.
As a result of the campaign, Goodbye Cellulite increased sales by 50%. After the airing of the second integration on Tyra and the People advertorial, GBC Gel and GBC Body Beauty were the number one and number two ranked products in the category. The GBC integration on Extra! helped Nivea become the number one brand in the category for the first time in history.