Since it first appeared on the market in 1911, Nivea® has remained a leader in the skincare industry. Not only does it enjoy global recognition, but Nivea® is also the most trusted skincare brand in Europe. The iconic blue tin has come to signify family, trust, and intimacy.
Strategy: The goal is to “claim” human contact.
We want the consumer to associate Nivea® with “touch” and “touching” moments. While the competition stresses beauty and self-esteem, Nivea® will emphasize the importance of human contact in a world that has become increasingly insular. In an era that boasts unprecedented “connectedness,” we are ironically the loneliest.
The Nivea® Skin to Skin campaign does not intend to dissuade us from using our devices – that would be foolish, not to mention impossible – instead, it will use our mobile and social media tools to bring us together truly.
Content: The beauty of skin to skin.
Touch is our richest means of emotional expression. Evidence suggests that messages expressed through touch (a reassuring pat on the back, a comforting hug) can lead to evident, almost immediate changes in how a person thinks and behaves. Touch has a language and memory all on its own. These are the stories Nivea® wants to tell, hear, and embody.
Consumer Engagement: Tumblr
Above is a mock of the Nivea® “Skin to Skin” Tumblr page. Nivea will post its content, but audience participation is its true purpose. People can share their most profound or mundane moments of daily contact. Nivea® will monitor the site, but people are encouraged to submit narratives, simple tweets, photos (Flickr, Instagram), and Vines. Nivea® can then share the content generated.
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