Beiersdorf invests $1 billion in Nivea
Beiersdorf will launch a whopping $1 billion-dollar global campaign on May 15 celebrating the Nivea skincare brand's centennial, the company said in a statement. The campaign will feature digital, video, print, social, advertising banners and point-of-sale marketing components. And let's not forget uber-star Rihanna.
The “100 Years Skincare for Life” campaign was created by Draftfcb, the major beneficiaries of Beiersdorf's $1.5 billion advertising budget.
Beiersdorf is rolling out the campaign on the Nivea website, Facebook and YouTube. Consumers will have the opportunity to redeem codes from in-store purchases to win Rihanna concert tickets, music downloads and other items. Rihanna's original song, “California King Bed,” will accompany the campaign internationally.
The company said 10% of the campaign's budget will be devoted to digital activities. That's $150 million dollars on digital. My colleague, Tim Peterson, digital reporter here at Direct Marketing News, would be proud.
Nivea's goal is to generate 120 million Nivea- and Rihanna-related messages and fan communications. At less than a digital dollar per message, that ain't bad.
All Nivea websites will be adapted for the campaign and will include new content about the brand's history and skin care. Consumers will be able to integrate themselves in a Rihanna video using an interactive tool on the site.
A Nivea tour bus will allow fans to test products, and a blogger will accompany the tour and post regular blog updates.
Draftfcb recently purchased a London-based digital agency.
Beiersdorf AG is based in Hamburg, Germany.