NIVEA
Beauty
Culture
NIVEA "Bye, Ashy!"
3B+ earned impressions, without a dollar of paid media.
The Challenge
NIVEA faced a defining moment
How does a German brand talk about “ashy” skin without sounding out of touch or out of bounds?
Our Approach
How we made it move
We transformed a cultural pain point into a movement. Partnering with NIVEA, we centered Black women’s skincare rituals while remixing the viral “Bye ashy!” moment with Porsha Williams, creating authentic conversations around joy, pride, and generational self-care.
The Impact
Results that mattered
3B+
Earned impressions, $0 paid
1.7M+
Organic talent views
PRWeek
Awards finalist
- 3B+ earned impressions without a single dollar of paid media
- 517M+ impressions (after brand’s internal reporting adjustment)
- 1.7M+ organic views from talent social content alone
- Finalist for Best Multicultural Marketing Campaign by PRWeek
- Set new benchmarks for culturally authentic beauty marketing
Client
NIVEA
Sector
Beauty and culture
Services
Brand Communications, Cultural Strategy, PR
