2. CHALLANGES
NIVEA
Imagery of cold cream: NIVEA is synonymous to blue cold cream tin
Awareness : Create awareness about the different products in the portfolio to
the TG
Shift: A shift from beauty care product to skin care
Expertise: NIVEA 100 years of skin care expertise
Appeal: Since NIVEA has been around for a long time, people remember their
mothers using it & introducing it to us. We need to make sure that NIVEA
remains popular among the youth.
3. STRATEGY
NIVEA
SMO Presence: NIVEA to
showcase its presence on Connect to users not only on
social platforms like Facebook ground but online as well
& Twitter
Position the brand as a Skin Spread awareness about its
Care Expert rich 100 year old history
Connect to the Young TG as
well
4. We created a tab to give our fans a
glimpse of NIVEA’s rich
100YRS OF HISTORY.
5. FACEBOOK
’POSTS’
Posts about NIVEA’s 100 years rich history, skin care tips, brand
activities etc were share with the fans
6. FACEBOOK
’CONTEST’
Contest on Facebook aimed at
young women
Members submitted their
story where a moment of
touch evoked strong emotions
Friends from Facebook were
invited to vote for their entries
Participant with the highest
votes wins a trip to see
Rihanna live.
7. CONTEST ANALYSIS
‘MY SKIN MOMENT CONTEST’’ The contest drew large
participation & engaged an
audience of 5000+ users
Week 1 - 25
400+ votes
Week 2 - 26
650+ votes
700+ votes Week 3 – 23
Week 4 - 25
600+ votes
600+ votes Week 5 - 20
Week 6 – 23 550+ votes
650+ votes Week 7 - 22
There was constant increase in both participation & votes
each week as awareness about the contest multiplies.
8. INTEGRATION
‘MY SKIN MOMENT CONTEST’
NIVEA was the only brand in
To amplify online participation for the NIVEA My Skin Moment Contest its space to feature a LIVE
the LIVE wall application was created (Live wall app was used to web- UPADATES of its contest
cast all the entries on the Facebook page to the On Ground Activation). featuring entries from its ‘My
Skin Moments Contest’
Offline in Mumbai, Gurgaon
& Bangalore.
9. SKIN PERSONALITY Application
‘Objective & Idea’
Idea
•NIVEA India had a fan base of over 1
lakh fans on Facebook.
•The most simple way to share the study
Objective- NIVEA decodes the with the fans was using an Facebook
language of the skin Application.
•The study was converted into an easy to
•NIVEA’s Study on the skin personality use Interactive application for social
of people need to be showcased to the media.
world in a simple and interactive way. •By answering a few simple questions an
Infographic of the Skin Personality of
the user was created.
12. Results
More than over 200+ people used the application in
the first week and over 850 in the first month
In addition to the Skin personality of the person the
Infographic included Skin tips for the skin type of
the user and also product recommendations from
NIVEA’s product portfolio
The Infographic also shared how many of the users
friends shared the same skin personality.
13. MAKE YOUR OWN SANTA
‘Objective & Idea’
Idea
•NIVEA India created an application Make
Your Santa With NIVEA.
•The application allowed the users to
upload a picture or click one on the spot.
Objective
•Ones the image was uploaded the user
•NIVEA wanted to engage with the could add a beard, moustache and other
users online during the holiday season Christmas elements to the picture
through Christmas, and enable them to
spread the cheer. •Once the images was edited the user could
either add a custom message and send it as
a Christmas card or he could make the
same his profile picture
14. MAKE YOUR OWN SANTA
‘APPLICATION’
Application
Promotional Tab
16. Results
More than over 1200 people used the
application in the Christmas week
Users shared over 800 E-cards on
Facebook and over 350 profile pictures
were changed
The Fan page receive high amount of
interactions during the period the
application was live
17. Application Links
My Skin Personality
Make your own Santa with NIVEA
18. TWITTER
’CONTEST’
Objective
• To spread awareness about NIVEA’s presence on Twitter
and Lip Care Range promotion
Execution
• Twitter followers will be asked to make there friends laugh
by sharing a joke/funny video or picture to spread smiles
and happiness with #lipitup and @NIVEA_India
• Winners were announced weekly
• Tab on Facebook and Twitter background were used for the
promotion of the same
20. #LipItUp More than 200+ entries
Each week
’PARTICIPATION’
21. To celebrate 100 years of Delhi More that 250
and NIVEA and also to people
promote the launch of the participated in
NIVEA Mega tin Online, Meet one day
Anushka Sharma contest was
launched
23. FANS & FOLLOWERS
NIVEA ON SOCIAL MEDIA
Current
Current fans We have achieved this number in Followers on
on FB 2,16,000 less that 5 months and we are one twitter 292
of the fastest growing Skincare
brand in India in Facebook
Active users Tweet
on the our reach of
page over 10,000
25,000+
