Nivea’s billion-dollar, global multimedia campaign cleans up

Beiersdorf AG‘s skincare brand Nivea wanted to make a splash upon its 100th anniversary this year, kicking off a one-and-a-half billion dollar global multichannel campaign in 96 key markets — its largest global promotion ever. The tagline, “100 Years Skincare for Life,” stresses ?attributes such as trust, quality and family connections. ?

Draftfcb London president Kate Howe told Direct Marketing News the aim was “to modernize the brand by reclaiming the emotional territory of skincare. It had to be about more than just a rational product performance story.” ?

The shop was named Nivea’s global lead agency of record last November. Draftfcb tapped into its global network, including in markets such as the U.S., U.K., Russia, China and Brazil, to support the effort.?

STRATEGY: The agency employed every weapon in its global arsenal and built a multilayered campaign that kicked off in May, featuring international pop star? Rihanna at its center. ?

Consumers had the opportunity to win tickets to Rihanna concerts, which were sponsored by the consumer packaged goods product, via the brand’s website and at retail outlets. Product packaging in 40 countries featured quick response codes that could be redeemed for ?Rihanna downloads on the Nivea site. ?

Nivea also used social media, including Facebook and YouTube, to promote the tie-in with the artist. A Nivea bus tour offered product testing and samples, and a blogger was hired to document the trip. Online display ads, TV, print and outdoor advertising rounded out the touchpoints. Key markets included the U.S., Australia, Switzerland, Italy and the Mideast. Visuals were selected to capture the moments of closeness between people of different ages, genders and nationalities.?

RESULTS: Beiersdorf singled out the Nivea campaign in its most recent quarterly earnings statement as a contributing factor to the strong performance of its consumer business. Global group organic sales grew 2.6% in the first half of 2011 compared with the same period last year, while sales in the Americas jumped 12.5%. ?

“The campaign to position Nivea for the future and mark the brand’s 100th anniversary generated positive momentum at retailers and among our consumers in the second quarter … and is having the desired effect.” Beiersdorf CEO Thomas Quaas said, in a statement.?

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