NIVEA Used Creators + AI to Crack Gen Z Attention

Most brand campaigns talk about young audiences.
NIVEA Soft Fresh Batch 5.0 talked with them.

And that made all the difference.

This year, NIVEA India flipped the idea of a traditional resume and introduced the “RIZZ-ume”.
A fun, AI-powered profile that celebrates quirks, habits, and personality, not achievements.

No “topper energy”.
No perfection pressure.
Just real people, real vibes.

The Role of Creator Collaboration (This Is Key)

NIVEA didn’t randomly pick influencers.

They collaborated with creators who already live the culture Gen Z relates to:

• Apoorva Mukhija (The Rebel Kid) – known for raw, unfiltered personality

• Ankush Bahuguna – humour, self-awareness, relatability

• Sufi Motiwala – fashion, confidence, individuality
  

  

  
  Credit: marketingmaverick.in

These creators didn’t “act” for the campaign.
They simply showed up as themselves.

That’s why the campaign felt natural, not forced.

Marketing lesson:
Creators should not explain your idea.
They should embody it.

How the Campaign Worked 

NIVEA built an AI-powered microsite where users could create their own RIZZ-ume.

AI here simply means:
A system that instantly turns user inputs into fun, shareable content.

Like:
Spotify Wrapped, but for personality.

People created their RIZZ-umes, shared them on social media, tagged NIVEA, and used the campaign hashtag.

Result:
Lakhs of users participated.
The campaign became a trend, not an ad.

Why This Campaign Worked (And Why Marketers Should Care)

1. It Put the User at the Center

NIVEA didn’t say:
Look at our moisturizer.

They said:
Show us who you are.

Marketing today works when people feel seen, not sold to.

Use case:
For clients, build campaigns where users create something about themselves.

2. Creators Added Credibility, Not Just Reach

The chosen creators already represent self-expression.

So the message felt believable.

Use case:
For your clients, choose creators based on values and personality fit, not just follower count.

3. AI Was Used to Remove Friction

The tech made creation easy and instant.

No learning curve.
No effort barrier.

Use case:
Use simple tools, quizzes, WhatsApp flows, or generators that reduce effort for users.

4. Product Was Subtle but Present

NIVEA Soft stayed in the background as a symbol of everyday confidence.

That builds brand recall without being pushy.

What Marketers Can Implement Immediately

• Design campaigns around participation, not promotions

• Use creators as culture carriers, not ad banners

• Let technology simplify experiences, not complicate them

• Focus on identity and emotion, not just features

Final Marketing Lesson

People don’t share ads.
They share reflections of themselves.

Brands that understand this don’t just get reach.
They earn relevance.

And that’s what actually scales.