NIVEA Facial 7-in-1 landed on one of the most crowded shelves in drugstore beauty in June 2026. Three variants and four countries, with one summer to make them stick.
Between 8 June and 7 September 2026, NIVEA ran six influencer campaigns on Hypefy across Croatia, Serbia, Slovenia, and Bosnia and Herzegovina. 282 creators produced 475 pieces of content.
The posts drew 12.7 million impressions and a combined reach of 7.8 million.
All six campaigns ran on Hypefy, an AI influencer marketing platform. That’s where the creators were found, screened and briefed, and where every post’s results came back, for all four markets.
Key takeaways
About NIVEA
NIVEA belongs to Beiersdorf and needs no introduction in any of these four markets. The blue tin has been on regional bathroom shelves for generations.
Facial 7-in-1 was a new range inside that familiar brand, launched in June 2026. A nourishing cream built on amino acids, a brightening one on pearl extract, and a night cream on pro-vitamin B5.
Familiar name, unfamiliar product, sitting next to every other face cream in the store.
The campaign platform was Keep it Simple, Back to NIVEA. One message, carried in four languages by 282 different creators.
What Hypefy Did
Hypefy ran the creator side of the launch in all four markets, from finding and screening creators to briefing them and bringing every post’s results back into one place. Croatia, Slovenia, and Bosnia and Herzegovina ran from NIVEA’s own account.
NIVEA’s agencies ran their own parts of the launch alongside it. Dialog, in Croatia, worked through NIVEA family and friends, year-round creator partnerships, and a special collaboration on YouTube. Direct Media, in Serbia, ran both Serbian campaigns from its own Hypefy account and sent out the PR packages there.
The figures in this case study cover the six campaigns that ran on Hypefy. Anything either agency ran outside the platform is theirs to report.
Run market by market, a launch like this means four contracts, four onboarding cycles, four reporting formats, and a launch window that stretches to fit the slowest of them. On Hypefy, NIVEA ran all four as one launch.
In Croatia, Slovenia, and Bosnia and Herzegovina, the digital campaign used local creative only.
Most of the creators were already known. 255 of the 282 who posted had worked through Hypefy before, with a median of seven earlier campaigns, so their reach, engagement, and reliability were on record before anyone was booked.
a median of seven earlier campaigns behind them
Hypefy scored every candidate on verified audience data before anyone was booked and checked whether the following is real, whether it matches the people who buy face cream, and whether the creator’s existing content fits the brand.
In the Croatian paid campaign, 45 candidates were rejected automatically on audience data before a human looked at any of them.
- 1Whether the following is real
- 2Whether it matches the people who buy face cream
- 3Whether the creator’s existing content fits the brand
candidates in the Croatian paid campaign were rejected automatically on audience data before a human looked at any of them.
This is how many creators were invited to each campaign after screening, and how many went on to post:
| Campaign | Invited | Posted |
|---|---|---|
 Croatia, paidNIVEA’s own account | 89 | 20 |
 Slovenia, paidNIVEA’s own account | 180 | 31 |
| Croatia, seedingNIVEA’s own account | 345 | 82 |
 Serbia, seedingAccount of Direct Media | 162 | 70 |
 Bosnia and HerzegovinaNIVEA’s own account | 165 | 37 |
| Serbia, paidAccount of Direct Media | 181 | 46 |
In the four campaigns run from NIVEA’s own account, every creator who accepted the job went on to post.
What NIVEA Walked Away With
| Market | Creators | Posts | Reach | Impressions | ER per reach |
|---|---|---|---|---|---|
| Serbia | 115 | 190 | 3.05M | 5.10M | 2.61% |
| Croatia | 100 | 162 | 2.33M | 4.52M | 1.88% |
| Slovenia | 31 | 63 | 1.89M | 2.34M | 0.64% |
| Bosnia and Herzegovina | 37 | 60 | 527K | 735K | 1.58% |
| Total | 282 | 475 | 7.80M | 12.69M | 1.82% |
One creator worked in two markets, so the four-market total is 282 rather than the 283 the rows add up to.
The Serbia row covers two campaigns run on Hypefy from the account of Direct Media, NIVEA’s agency there.
Engagement rates are measured on video and feed content, where the platforms report engagement per post. Story reach is counted in the totals and excluded from the rate.
How the Launch Was Built
The launch ran on two layers that did different jobs.
The first was paid creator campaigns, one in each market. Reels and TikToks as the lead formats, story sets underneath them, a roster weighted toward nano and micro creators with a smaller number of larger accounts on top.
The second was seeding. Product sent as a gift, with no obligation to post anything. Croatia and Serbia each ran it as a campaign of its own, and creators in Slovenia and Bosnia and Herzegovina received product inside their own market campaigns.
Underneath both sat a story layer that carried more volume than everything else combined.
| Format | Posts | Reach | Share of posts |
|---|---|---|---|
| Instagram Stories | 321 | 928K | 68% |
| TikTok | 66 | 3.68M | 14% |
| Instagram Reels | 61 | 3.07M | 13% |
| Instagram Story sets | 26 | 114K | 5% |
| Instagram Feed | 1 | 456 | under 1% |
Stories and story sets made up almost three quarters of the output, 347 of 475 posts, and produced 13% of the reach.
Stories are the cheap, high-frequency layer that keeps a product in feeds for weeks.
Video is where the reach comes from.
The Brief Had Four Rules
It asked for four things and stopped there:
- 01.The product in use
- 02.The key benefit named
- 03.The campaign message
- 04.The campaign hashtags
Everything past that belonged to the creator, including language, format, humor, and the routine the product turned up in.
That balance is what made 475 posts possible in under three months, since nothing had to clear a creative adaptation cycle before it could be filmed. The same videos were later picked up by NIVEA for paid placement, with no new production behind them.
Slovenia Produced the Breakout
Slovenia is the smallest country in the set, and it produced the launch’s biggest breakout relative to a creator’s own following.
A TikTok creator with 13,200 followers, whose videos normally draw around 11,900 views, reached 415,762 people with hers. That is 31 times her following and 35 times her own baseline.
The video also collected 2,716 interactions. Almost all of its reach came from people outside her own following.
Overall, Slovenia leaned hardest into TikTok. Seven TikToks carried 963,720 reach between them, more than the twelve Reels in the same campaign managed with 826,222.
SloveniaThe breakout came on the platform where a small account can still outrun its own following.
Serbia Ran It on TikTok
Serbia was the largest market in the launch and the most engaged.
40 TikToks alone produced 1.61 million reach and 51,825 engagements, a 3.22% engagement rate per reach. That one format out-engaged every other market's entire campaign.
40 TikToksSerbiaCroatiaBosnia and HerzegovinaSloveniaThe top post came from a creator with 14,960 followers and reached 430,213 people. The biggest account in the whole four-market roster, 809,200 followers, appears further down the same list with 83,155 reach. It reached about a tenth of its own following and engaged 3.74% of the people it did reach.
Serbia
Croatia Brought the Volume
Croatia ran 100 creators across a paid campaign and a seeding campaign in parallel.
NIVEA also placed part of this creator content as paid social during the campaign period, so the Croatian figures include reach and impressions from that amplification alongside the organic performance of the posts.
The paid side produced 1.93 million video reach from 34 posts at a 1.88% engagement rate, with TikTok out in front of Reels again: 15 TikToks at 1,082,735 reach against 19 Reels at 851,032. Underneath that, 128 story posts from 88 creators added another 393,860.
Croatia
Bosnia and Herzegovina Ran on the Same Setup
Bosnia and Herzegovina was the smallest market in the launch, by reach and by posts.
It ran on 37 creators and 60 posts, and produced 526,830 reach at a 1.58% engagement rate on video. Ten video posts carried 401,603 of that, and 50 story posts carried the rest.
The strongest Reel in the market came from a creator with 52,556 followers whose videos normally draw around 8,643 views. It reached 98,400 people, eleven times her usual. Running it took the same brief and the same platform as every other market, with local creators who already had the audience.
Bosnia and Herzegovina
The Gift Nobody Had to Post About
Croatia and Serbia also ran seeding. 507 creators across the two markets were invited to receive a Facial box with no posting obligation attached. The box held all three creams and a set of hair clips, and it was built to photograph well.
152 of them posted, 194 posts in total, counting the two markets where seeding ran as its own campaign. 82 creators accepted a box and all 82 posted. Croatia's 82 creators delivered 207,666 reach and Serbia's 70 delivered 181,764. That is 389,430 reach from a layer where no post was guaranteed.
82 creators accepted a box and all 82 posted. In Croatia, every creator who accepted a seeding box went on to post.
Croatia, seeding345invited82creators posted207,666reachSerbia, seeding162invited70creators posted181,764reachThat is how seeding usually goes on Hypefy.
Creators accept a box through the platform, so the ones who say yes are the ones who plan to post.
Most of them also knew the platform well.
Of the 152 who posted, 139 had already run a Hypefy campaign before this one.
The average across the launch roster was twelve earlier campaigns, with one creator on her eightieth.
Four More Campaigns Are Already Live
The clearest sign a launch worked is whether the brand runs it again.
On 26 and 28 August, four more Facial campaigns went live on Hypefy across Croatia, Slovenia and Bosnia and Herzegovina, while the launch campaigns were still running. 174 creators, 266 posts booked, the same two-layer structure with seeding on top. Results land in the autumn.
The Facial launch is one part of a longer relationship. NIVEA ran its first campaign on Hypefy in August 2022.
Where It Landed in Retail
In the first weeks after launch, the retailer’s own sell-out data put two of the three Facial creams at number one and number three in face cream sales.
Two of the three Facial creams at number one and number three in face cream sales
Seeding was the first activity of the launch to start, a week ahead of the first in-store display. From there, the creator layer worked alongside everything else NIVEA ran that summer.
Source: NIVEA, based on retailer sell-out data for Croatia, 2026.
The Rest of the Launch Plan
Creator content was one part of a launch plan running on several fronts through the same summer.
NIVEA ran consumer testing and review programs in Croatia and Serbia and carried the results into digital assets and in-store material.
eCommerce landing pages ran rich product content with direct links through to retail partners. Sampling and local events ran alongside all of it, including a city center activation in Zagreb and a presence at Špancirfest in Varaždin. In store, the range held display space across several separate windows between weeks 27 and 34.
Retail sell-out is a shared result across all of that. The creator layer is one contributor, and this data does not separate its share from the rest.
Croatia, Serbia, Slovenia and Bosnia and Herzegovina. 8 June - 7 September 2026. All creator, post, and performance figures cover the six campaigns run on Hypefy and come from Hypefy campaign data. Creator activity run outside the platform is not included. The retail result comes from NIVEA, as noted.
