Skin-care brand Nivea is launching an integrated campaign to drive awareness, trial and sales of its Nivea Soft moisturising cream.
The 3-week push, based on the theme of “friendship”, has been devised by agency Space, and will encompass promotional, sampling and online activity.
The campaign communicate the product benefits to its key audience of 20- to 40-year-old women.
The Nivea Soft brand experience activity will be rolled out across city centres and train stations around the country, where 2.3 million samples, via a specially designed postcard, will be handed out to the target audience by brand ambassadors.
The postcards, carrying the statement “78 per cent of those who tried NIVEA Soft would recommend it to a friend”, contains two samples with the message “One for you and one for a friend”.
Also, Nivea is giving consumers a 50p off coupon with every sample to encourage them to purchase Nivea Soft at their nearest retailer. The brand ambassadors will be in city centre locations, which include London and other cities across South East, South West, Midlands, Scotland, Yorkshire and Wales.
In addition, Nivea’s in-house digital team has designed a webpage where consumers can visit and register to become a friend of Nivea Soft.
Space senior account manager Frankie Speakman said: “With a strong focus on trial and purchase, this campaign will not only help to contribute to sales growth but also position Nivea Soft as a leading product that leaves consumers’ skin feeing soft and supple.”
