“This channel agnostic approach excited all local stakeholders and really gave the campaign the local grassroots feel we needed.”

Chevron

“Nuestra Belleza Latina 2008 was an integrated program that used texting to promote our products and services. The cross-platform opportunity has been really beneficial and we’re excited to extend it to do more and to get deeper integration with our products and services. It’s exactly what we are looking for in a cross-platform solution.”

Wendy Clark - SVP Advertising, AT&T

"Our whole organisation understands what our offer is and what we are able to deliver, which is a surprisingly hard thing to achieve in a global company. Lots of our growth comes from existing clients, and that's not about promises. They know what we can deliver, and they want more of it."

Charles Courtier

Beiersdorf (Nivea Soft)

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> Activation
> Active Engagement
> Earned
> Multimedia
> Owned
> Research / ROI
> Content
> Consumer Insight

A chance to shine

Young Indian women want to be seen and heard. We gave them the opportunity - and revolutionized a brand at the same time.

The challenge

Nivea Soft, a moisturizing cream for younger skin, was struggling to make an impact in the market because younger consumers were confusing it with Nivea Creme, ‘the cream my Mum uses'.

Our challenge was to raise awareness and sales of Nivea Soft. And with competitor brands outspending Nivea in conventional media channels, we had to find a new way to achieve awareness among young Indian women

Our insight

Our research showed that 15-22 year old Indian women desperately want to be recognized and appreciated. But in practice this desire is rarely fulfilled. We developed the Nivea Soft Stay Simply Beautiful Face communications platform, giving young women a golden opportunity to be in the spotlight

Our solution

We sent camera crews to multiplexes, malls and offices in Mumbai, Delhi and Kolkatta. We invited women to take part in a contest to find the Nivea Soft Stay Simply Beautiful Face. To enter, the girls simply had to do an interview to camera. Capitalizing on the target audience's fascination with movies, the interviews were screened during intermissions between films. Suddenly, the contestants' faces were up on the big screen, creating tremendous buzz in the audience.

Moving from a local focus to a national scale, we selected the top 100 ‘Beautiful Faces' and ran their profiles on a dedicated microsite. The contestants each uploaded a short video clip encouraging the public to vote for them online or via text message. Interest was amplified through radio interviews with the contestants. Finally, the winner was crowned as the Nivea Soft Stay Simply Beautiful Face

The results

45% increase in sales
Nivea Soft became the top-selling moisturizing cream
100,000 website visits and 30,000 online votes
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