MEDIAEDGE:CIA - NIVEA Holiday Beauty Kit Designed by YOU

Category: Best Social Media Campaign

Client: Beiersdorf

Year / Domain / Status: 2015 / Cosmetics / Shortlisted

Strategy description:

Our starting point was based on the insight that women need to feel fully prepared when leaving home, especially for holidays. Their truck sized make-up and creams cabinet to be packed is their mantra. Especially for holidays. They need professional help. So NIVEA comes to the rescue. The objective: Establish NIVEA BB Cream and NIVEA Micellar Cleansing Water as women’s essential beauty combo for the summer vacation. We needed women to tell women about the practical and sexy solution offered by NIVEA. More than that, we wanted them fully involved in order to ignite emotional attachment. So, what better way to do that than to EMPOWER WOMEN AS NIVEA HOLIDAY BEAUTY KIT DESIGNERS.


We rolled a two layers social media campaign. It all revolved around empowering women to share what their Holiday Beauty Kit would look like starting from the NIVEA BB Cream and NIVEA Micellar Cleansing Water. Layer one: REACHING TIPPING POINT – top KOL bloggers in beauty were invited to design their NIVEA Holiday Beauty Kit and to present them to their audience in a photo + article combo. They covered not just their blog audience, but also their followers on other social platforms such as Facebook and Instagram. Layer two: CASCADING –their followers were invited to design their own NIVEA Holiday Kit starting from the NIVEA BB Cream and NIVEA Micellar Cleansing Water. NIVEA prizes were offered as incentives: Nivea products and Samsonite travel bags.. In order to fully leverage on earned media, we had two separate contests. The women that had their own blogs entered a competition duplicating the first layer. Also, those that did not have a blog, were invited to share in comments links with the products that they considered were a must for their holiday kit recommendation.

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