How Nivea used UGC and influencer marketing to create Guinness World Record

New Delhi: Nivea Soft moisturiser has set a new Guinness World Record for the largest online video chain of people passing and applying moisturiser on December 18, 2024. 

With 444 videos, this achievement surpasses the previous record of 259 set by the previous record holders on September 27, 2023. 

This feat is a highlight of Nivea’s annual property - the Soft Fresh Batch 2024. 

This year, the initiative drew massive participation resulting in a 30% increase from last year’s entries.

Participants showcased their creativity by performing Taapsee Pannu’s trendy hook step from the Nivea Soft anthem, released earlier this year. 

To amplify its reach and engagement, the brand partnered with over 80 influencers on MOJ, inspiring participation on a massive scale. 

The initiative also harnessed technology, engaging MOJ users through its interactive lens. 

Adding to the excitement, the NIVEA Soft Fresh Batch 2024 anthem became a sensation, with users creatively integrating the catchy tune into their content. 

Ten winners of the Nivea Soft Fresh Batch will enjoy an all-expenses-paid international trip, along with perks such as featuring in Nivea’s digital ads, access to a vocational course of their choice, and a year-long subscription to NIVEA’s full product range. 

To heighten the excitement, the campaign brought together creators – Kusha Kapila, Ruhee Dosani, and Dharna Durga – for a special collaboration. 

Their video sparked widespread buzz, encouraging participation, and propelling this year’s campaign to unprecedented success. 

Shweta Dalal, Marketing Director, Nivea India, said, “We are thrilled to have achieved this GUINNESS WORLD RECORDS title - an accomplishment that truly resonates with our vision at NIVEA. At the heart of everything we do is a commitment to innovation, creativity, and pushing boundaries, and this milestone is a testament to that spirit. Our beloved annual property, NIVEA Soft Fresh Batch, has grown immensely, becoming bigger, bolder, and more impactful each year. This achievement not only celebrates the passion and talent of our community but also reinforces our dedication to creating meaningful and engaging experiences for our audiences.”