NIVEA INDIA

100 Years of Skin Care for Life

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.

CHALLANGESNIVEA

SMO Presence: NIVEA to showcase its presence on social platforms like Facebook & Twitter

Connect to users not only on ground but online as well

Position the brand as a Skin Care Expert

Spread awareness about its rich 100 year old history

Connect to the Young TG as well

STRATEGYNIVEA

We created a tab to give our fans a glimpse of NIVEA’s

rich

100YRS OF HISTORY.

Posts about NIVEA’s 100 years rich history, skin care tips, brand activities etc were share with the fans

FACEBOOK’POSTS’

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.

FACEBOOK’CONTEST’

Week 1 - 25

Week 2 - 26

Week 3 – 23

Week 4 - 25

Week 5 - 20

Week 6 – 23

Week 7 - 22

400+ votes

650+ votes

700+ votes

There was constant increase in both participation & votes each week as awareness

about the contest multiplies.

600+ votes

550+ votes

600+ votes

650+ votes

The contest drew large participation & engaged an audience

of 5000+ users

CONTEST ANALYSIS ‘MY SKIN MOMENT CONTEST’’

To amplify online participation for the NIVEA My Skin Moment Contest the LIVE wall application was created (Live wall app was used to web-cast all the entries on the Facebook page to

the On Ground Activation).

NIVEA was the only brand in its space to

feature a LIVE UPADATES of its contest featuring entries from its

‘My Skin Moments Contest’ Offline in

Mumbai, Gurgaon & Bangalore.

INTEGRATION ‘MY SKIN MOMENT CONTEST’

Objective- NIVEA decodes the language of the skin• NIVEA’s Study on the skin

personality of people need to be showcased to the world in a simple and interactive way.

Idea• NIVEA India had a fan base of over

1 lakh fans on Facebook.• The most simple way to share the

study with the fans was using an Facebook Application.

• The study was converted into an easy to use Interactive application for social media.

• By answering a few simple questions an Infographic of the Skin Personality of the user was created.

SKIN PERSONALITY Application ‘Objective & Idea’

SKIN PERSONALITY ‘APPLICATION’

Promotional Tab Application

Questions

Infographic

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.

Results

Objective• NIVEA wanted to engage with the

users online during the holiday season through Christmas, and enable them to spread the cheer.

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.

• Ones the image was uploaded the user could add a beard, moustache and other Christmas elements to the picture

• 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

MAKE YOUR OWN SANTA ‘Objective & Idea’

MAKE YOUR OWN SANTA ‘APPLICATION’

Promotional Tab

Application

Editor

Final Images

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

Results

Application Links

My Skin Personality

Make your own Santa with NIVEA

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

TWITTER’SCREEN CLIPPINGS’

#LipItUp’PARTICIPATION’

More than 200+ entries Each week

To celebrate 100 years of Delhi and NIVEA and also to promote the launch of the NIVEA

Mega tin Online, Meet Anushka Sharma

contest was launched

More that 250 people

participated in one day

User posts’FACEBOOK’

Current Followers on twitter

292

FANS & FOLLOWERSNIVEA ON SOCIAL MEDIA

Current fans on FB 2,16,000

Active users on the our

page 25,000+

We have achieved this number in less that 5

months and we are one of the fastest growing Skincare brand in India in Facebook

Tweet reach of

over 10,000

Thank You