THE WHAT? Beiersdorf-owned Nivea has appointed Power League Gaming (PLG) as the gaming agency to relaunch its community of female games in the Middle East, named Girls Got Game (GGG) on social media. 

THE DETAILS The community is said to be a safe space for female gamers to connect and collaborate, with Nivea aiming to launch a dedicated platform to share their stories as well as help them overcome societal challenges they face. 

The platform will have weekly streams and tournaments, as well as skincare tips for women. The pilot scheme received a 95 percent positive sentiment from the target audience, reaching 15 million females in 2021 in KSA and UAE. 

THE WHY? Sagun Verma – Marketing Director MENA of Nivea, said: “We love to see that Nivea products are widely used and touch consumer lives daily across the Middle East & North Africa region. Our brand values of Care & Trust are reflected in our products, our organisation, and also across the activations in our markets. Empowering women is one such key focus for the brand, specifically empowering female gamers in the region. 

“They are a growing community and with our digital platform, Girls Got Game, we aim to support them when they face challenges such as cyberbullying. Nivea believes in creating awareness around these challenges, and in doing so we want to support female gamers to pursue their hobbies and careers without limitations.”