NIVEA®, one of the world’s leading skin care brands, is launching an experiential campaign to drive awareness, trial and sales of its NIVEA Soft moisturising cream.
Leading integrated marketing agency, Space has developed the campaign, 'Start a new friendship today,' launching mid June and running throughout the rest of the year. It will encompass promotional, sampling and online activity.
Space has developed the campaign, building on the success of last year’s NIVEA Soft activity. The campaign strategy was based on research in which 78% of participants said they would recommend the product to a friend, which is why the communication provides two samples and two coupons for the consumer and a friend.
In addition, a drive to the NIVEA website and to Facebook encourages the generation of ‘Likes’ to build advocacy and community, built by NIVEA’s in-house digital team. The campaign target audience is women aged 20-43 and includes experiential activity at mainline train stations, in conjunction with retailers (Evans & New Look), via Toni & Guy hair salons during hair consultations and via selected female sporting and charity events.
NIVEA Soft is a refreshingly soft, all purpose cream, for everyday use on the face, body and hands. It is specially formulated, with Jojoba Oil and Vitamin E, is quickly absorbed to nourish and help protect the skin.
Brand ambassadors, dressed in pure white ‘soft’ uniforms, will operate at mainline stations in London and eight regional train stations. They will also be active at the Clothes Show Live event in December. The campaign also gives the chance to win limited edition pots of NIVEA Soft by designer Josep Font as well as specially designed t-shirts.
David Atkinson, Managing Partner at Space, says: “NIVEA Soft is such a great versatile product that we know people who try it want to recommend it. Advocacy is the best means to introduce your product to new audiences – where users recommend to their friends. We believe that creating a consistent message for the brand in our consumer’s world will shift trial and intent to purchase.”
Graham Taylor, Marketing Manager at Beiersdorf UK, says: “NIVEA Soft has such great potential and Space has built a clever campaign to get the product to the right audience, with the right message and at the right time.”
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