Nuvenia’s target audience was women aged 25 to 40 who regularly use pantyliners. The campaign aimed for 80% of the participants to be users of competitor brands, while the remaining 20% were already Nuvenia ambassadors who had participated in the previous project, testing the regular pantyliners to evaluate the improvements in the new product.

We selected 2,500 female nano and micro influencers through our consumer platform TRND.it. These Nuvenia ambassadors, with an average age of 34, were regular users of pantyliners from other brands and felt comfortable discussing intimate and personal topics.

Campaign Implementation

We educated our ambassadors about the product benefits through specially designed campaign materials. We sent the product to their homes for them to try and share their experiences on social media, highlighting the comfort and freedom they felt using Nuvenia during physical activities resumed after the summer holidays.

Additionally, we provided them with 40 samples and 20 discount coupons (worth €0.50) to distribute among their friends, coworkers, and at the gym. Each person received two samples and a coupon while the ambassadors explained the product’s benefits.

Results

The ambassadors exceeded the established objectives, publishing over 3,000 pieces of content on social media, primarily on Instagram, reaching more than 7.1 million organic impressions.

Offline, they made +483K personal recommendations, distributed +38K product samples, and handed out +29K discount coupons, of which almost 30% were redeemed. Additionally, 84% of the women who received the samples were not current users, improving category and brand penetration.

Feedback and Opinions

Finally, we asked our ambassadors for their feedback on the product. They highlighted its comfort and absorption, with 98.5% recommending the product to their peers and rating it 9.2/10. 95% approved the USP: “Nuvenia Dailies V-Protection & Freshness is thin and super-absorbent, now with extra comfort thanks to Cour-V technology”. Moreover, 94% stated they would purchase the product after the campaign. Among the ambassadors who had participated the previous year, 65% said the new product is more absorbent, breathable, adaptable, and comfortable.

Testimonials

“This project taught me to be more open with my friends about intimate feminine topics. My friends really appreciated Nuvenia, and the samples were very useful for them. They all bought it!” – nano influencer 

“Daily protection guaranteed. I tried it on days when I was out of the house to test its durability and skin softness, and there were no issues. It doesn’t peel off or move from the underwear.” – nano influencer 

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