THE CHALLENGE  

As the UK’s leading male grooming brand, NIVEA Men is a part of millions of guys' daily routines. But they discovered something eye-opening: one in three UK men feel lonely and struggle to open up about their feelings because of societal pressure. NIVEA decided it was time to take on this stigma headfirst and encourage men to feel comfortable connecting emotionally. 

SOLUTION 

We saw International Men’s Day as the perfect opportunity to amplify NIVEA’s message of care. So, we put together a social campaign featuring spoken word artist Alika J and his powerful original piece, A Message to All Men—a rallying cry for men to feel safe opening up. We introduced a new mantra, "real men care," to replace the idea that men should stay quiet about their feelings. 

To really get the conversation going, we brought in influencers who aligned with NIVEA Men’s mission and helped manage content across all platforms. They shared personal stories that made the message feel real and relatable, making sure the campaign landed with authenticity and reached even more people.

RESULTS 

The campaign resonated with men across the UK, sparking conversations online and within communities. Our partnership with influencers further extended the reach and impact, positioning NIVEA Men as a champion of both physical and emotional well-being, supporting men beyond skincare.

The film was viewed over 4m times – generating 29m shares in under a week with impressive personal reactions over DMs received.