The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Fashion Week Nivea Social Media

Nivea promotes its designer moisturiser with a Twitter and Instagram Fashion Week campaign


By Jennifer Faull | Deputy Editor

September 13, 2013 | 2 min read

Nivea has launched its new limited edition range of Nivea Soft moisturiser pots, designed by British fashion designer Giles Deacon, with a social media campaign surrounding London Fashion Week.

The brand is encouraging people to share their fashion looks or ‘Outfits Of The Day’ (OOTD) on Twitter and Instagram and using the hashtags #OOTD and #NIVEASOFT.

From all the #OOTD #NIVEASOFT photos that are uploaded, 15 will be selected and shortlisted, and opened up to public vote. The #OOTD photo that receives the highest number of votes will win a personal style consultation with Giles Deacon.

“#OOTD is an amazing phenomenon which has developed within the fashion blogging world and captured the imagination of consumers. It’s the perfect fit for Nivea Soft in 2013 – it’s relevant, imaginative and trending in the fashion community,” said Sophie Rock, brand manager for body care at Nivea.

Nivea will also take to the streets during fashion week with sampling activity. A Nivea photographer will take photos of people wearing the best outfits, which will then be shared on Nivea’s Facebook page.

The campaign was devised by Space, with Jim Carless, head of client services at Space explaining that the agency’s brief was “to firmly position NIVEA Soft in the fashion territory”.

“We saw London Fashion Week as the perfect environment to do this. Social media and photo sharing is central to our younger consumers’ lifestyle and is an integral part of London Fashion Week,” he said.

Fashion week begins today, 13 September, and runs until 17 September.

Fashion Week Nivea Social Media

Content created with:


Space is an independent creative company for brands ambitious to go beyond convention.

We help challenge the accepted category and communications thinking that can limit growth and efficiency.

We do this through unlearning techniques that uncover the difference in a brand, and original ways to express it.

Unconstrained by conventional channel-led thinking, we find the right creative and communications solution whether advertising, branded content, social media, influencer, PR, brand experience or shopper, and we're able to join some or all of these together.

We believe this leads to more imaginative thinking, a more seamless experience of a brand, and helps a business to be more streamlined and better equipped to meet the marketing challenges of today.

Our 40-strong, London-based team is currently helping ambitious brands such as Glenfiddich, Monkey Shoulder, Hendrick’s, Haagen-Dazs, Nature Valley, Wimbledon, Polestar, Tropicana, Walker’s and Birra Moretti become more relevant, more distinctive and more memorable to more people; both domestically and internationally.

Find out more at

Find out more

More from Fashion Week

View all


Industry insights

View all
Add your own content +