Last year, market-leading skin and bodycare brand NIVEA teamed up with student sampling experts Dig In to offer NIVEA SOFT within their Welcome Box, distributed across university campuses nationwide. Following the success of this activation, they have returned to expand their partnership further with the introduction of  NIVEA and NIVEA Men Black & White Deodorants as a new addition to the student Welcome ecosystem.

Dig In specialise in forging powerful connections between brands and the Gen Z audience creating meaningful interactions that resonate deeply with this influential demographic. So NIVEA wanted to tap into this, ensuring that their brand’s voice becomes part of their lifestyle, their conversations, and their choices. 

100,000 NIVEA & NIVEA Men Black & White Deodorants were distributed in Dig In x Santander Totes during September 2025, reaching students nationwide across 180+ universities. This was supported by a 35,000-unit Hall Activation in May 2025, giving students an earlier first touchpoint with the brand. To maximise inclusivity and category impact, the samples were split 50/50 between men and women and backed by a student survey, UGC-led competition, and behavioural feedback tracking to measure awareness, recall, and purchase intent.

By introducing deodorants into the bags NIVEA were able to drive awareness, trial, and long-term brand affinity for deodorants by embedding the brand into daily routines through tangible, real-world touchpoints.This activation also had the potential to introduce the range to new consumers while reinforcing trust at a key life stage where students are forming lasting purchase habits.

Unsurprisingly as a new addition to Dig In’s student ecosystem, NIVEA Deodorant quickly became one of the most positively received products of 2025.

• Brand trust reaffirmed: 68% of respondents were existing NIVEA users, showing the power of real-world engagement to reinforce trust and recall.
• Trial converts to purchase: 74% indicated intent to repurchase after sampling - demonstrating strong fit, satisfaction, and trial conversion.
• Authentic advocacy: Hundreds of students shared photos and content across TikTok and Instagram, celebrating NIVEA’s inclusion in their tote or hall deliveries.
• Emotional connection: Students associated NIVEA with everyday confidence and care - aligning perfectly with the brand’s long-term emotional positioning.

By leveraging Dig In’s physical sampling ecosystem, NIVEA reached students at the most relevant points in their daily routines - transforming product trial into loyalty, advocacy, and measurable brand impact.

This campaign cemented NIVEA’s position as a go-to brand for daily care and confidence, with results proving that the combination of physical engagement and authentic context consistently drives measurable awareness, trust, and conversion.

Dig In

Dig In is a trailblazing student marketing company. Since 2015, we’ve revolutionised how brands connect with the vibrant Gen Z demographic. Specialising in student sampling, we offer unparalleled access to over 500,000 students annually across 180 ...

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