Nivea launches global digital campaign with Blast Radius
As part of its 100 years “Skincare for Life” campaign, Nivea has launched a global digital campaign with Blast Radius involving Facebook and the traditional NIVEA Creme tin.
The campaign includes a user generated content application called ‘co-star with Rihanna’, which allows users to ‘star’ in a short, alternative version of the music video for California King Bed by editing themselves into the video, which can then be viewed and shared through social networks.
A point of sale promotion taking place in over 40 countries features ten million online codes that can be redeemed against exclusive Rihanna downloads on the NIVEA website, including one million music downloads of California King Bed. There will also be other Rihanna content.
Gurval Caer, CEO of Blast Radius, said: “For two years, we have been working with Beiersdorf to redefine their global digital strategy across bought, owned and earned media.
“For the launch of 'Skincare for Life', we use the power of interconnection between all digital media, the reach of a megastar like Rihanna, and NIVEA’s brand strength to create innovative digital experiences that truly connect consumers to the brand on a global scale.”
Additional formats to be used in the promotion will include skyscraper, leaderboards, and YouTube channels with a gadget to present the videos out of a NIVEA Creme tin design surface. All activities will encourage consumers to interact and put them in direct contact with the brand.