idma nivea india
TRANSCRIPT
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