Beiersdorf UK is backing a new campaign for its Nivea Soft moisturising cream with an experiential campaign to drive awareness, trial and sales.
Marketing agency Space has developed the campaign, Start a new friendship today, which will encompass promotional, sampling and online activity.
The campaign strategy is based on research in which 78% of participants said they would recommend the product to a friend, which is why the communication provides two samples and two coupons for the consumer and a friend.
In addition, a drive to the Nivea website and to Facebook encourages the consumers to click ‘like’ to build advocacy and community, built by Nivea’s in-house digital team.
The campaign target audience is women aged 20-43 and includes experiential activity at mainline train stations, in conjunction with retailers (Evans & New Look), via Toni & Guy hair salons during hair consultations and via selected female sporting and charity events. Brand ambassadors will operate at mainline stations in London and eight regional train stations. They will also be active at the Clothes Show Live event in December.
The campaign also gives the chance to win limited edition pots of Nivea Soft by designer Josep Font as well as specially designed T-shirts.
Beiersdorf UK marketing manager Graham Taylor said: “Nivea Soft has such great potential and Space has built a clever campaign to get the product to the right audience, with the right message and at the right time.”
