Building Brand Authenticity through Genuine Brand Advocacy

Nurturing real-life customer as a brand advocate to create a brand voice relatable to target audience

Associations are key to building brand equity and the NIVEA Girl campaign aims to find the brand voice for the brand that speaks to their key target audience.

Campaign

NIVEA Girl

Client

NIVEA – World’s No. 1 Skincare Brand

Reference URL

https://niveagirl2018.com

Challenge

Unique to the brand locally, the NIVEA Girl contest is a social contest to find a suitable brand advocate from its customers that the brand would nurture and groom as their brand ambassador. The aim was to identify real life customer that best represents the brand who is also relatable to the youthful target audience between 18-30.

The campaign also aimed to drive user-generated content for Cleansing Wipes, sales and education on the differentiation between the product variants.

Approach

A landing page was created to communicate contest mechanics, experiential winner rewards and provide product education on the different product variants.

The contest was Instagram-focused driven by strategically crafted and targeted ads fronted by past contest winners and influencers engaged to drive awareness and participation for the campaign.

Contest communication was focused on experiential rewards offered through winning the contest, stemming from the understanding of customers of today in wanting their voices to be heard and be part of the co-creation process with brands.

Results

The campaign received more than 200 entries on Instagram with the highest sales in the makeup wipes product category during the campaign period.

Category

Agency Services

Tags

Beauty, Agency Services, NIVEA

Date published

July 11, 2018