TAGS: new brand line / create buzz / consumer insights
The world leading cosmetics and skin care brand Nivea constantly strives to introduce new innovative products to meet the increasing demands from today’s consumers.
The new Nivea Young product line is meant to give your skin a clean and fresh feeling after use, its unique purifying formulas gently clean your skin, help prevent impurities and reduce the skin’s oily shine. Icecards, the handy contact cards from Icemedia, were used to create a buzz around the introduction of Nivea Young in the Netherlands.
CAMPAIGN FACTS
• Online: 90,000 unique visitors / 357,000 pageviews
• Offline: 10,000 consumer activations / 156,000 card impressions
• Database: 10,000 records
OBJECTIVES AND TARGET GROUP
• Reach a target group consisting of girls between 14 – 25 years
• Branding within young target group
• Create buzz around introduction of Nivea Young
• Generate a database
• Generate website traffic to www.nivea.nl and the young action-site
• Questionnaire for insights
CAMPAIGN SET UP
The campaign was promoted via a link on www.nivea.nl and banners on several portal sites. By entering the link on www.nivea.nl, consumers were redirected to the special order website.
On this site they could fill in their personal data and upload their own photo, which would be shown on their icecards, making them very personal. These handy cards were delivered via postal mail within two weeks after ordering.
By handing the icecards to their friends, who could also go to www.nivea.nl and order their own set of cards, a viral effect was created stimulating branding in the target group. To get insights into the favourite skin products of the target group, and about their knowledge of Nivea Young, a small questionnaire was included at the end of the ordering process.
CAMPAIGN RESULTS
As girl forums created extra buzz, soon after launch the day max was reached (day after day). Within a month the sold out level of 200,000 icecards (10,000 sets) was reached.
90% represented the young age group of 15 – 25 years. The average age of the people ordering cards was 22 years, peak lying at 18 years. The campaign created a lot of buzz on Nivea’s website, with more than 89,000 extra visitors and more than 350,000 extra page views. In addition, more than 2,500 consumers were interested to receive more information / offers from Nivea.
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