Nivea
Nivea wanted to build a stronger emotional connection to their target audience of women aged 17-35 by starting a two-way dialogue with them about what beauty meant to these women. The primary objective was to facilitate debate, create engaged discussion and gather as much content as possible, with a view to utilising the content for future marketing purposes. Carat Sponsorship contacted Twinapex UK to ask them to put together a mobile element to the campaign.
Method
mFabrik knew that 'text to win' is still a big driver to encourage users to interact with campaigns so, as phase one, users were encouraged to share their definition of beauty via text for a chance to win a beauty product given away every 30 minutes. Once they had entered, mFabrik sent a text thanking them for their entry and driving them to the mobile site to view other peoples definitions. They were also sent a message if their comment was published on the mobile site. Once on the site visitors could view other people’s definitions of beauty, comment on them, upload images, send the link to a friend and join The Nivea Club. The mobile element was promoted via print and also by banner adverts.
Outcome
- 60% of responses came through text
- Results exceeded expectations by 7 times
- 27% of people interacted with the brand beyond the competition – i.e. chose to visit the ‘Beauty is’ mobile site
- There was an average of 8 page impressions per user once they were on the site
- 6% of people on the site signed up to receive further information from Nivea about their products.
- Nivea have rolled an extended version of the campaign into their spring campaign this year