NIVEA reveals that the digital marketing strategy has proved highly successful with more than expected favorable responses from its real fans, and awards won from the international arena. At the same time, a campaign has been prepared for the celebrations of the 100th birthday of NIVEA around the world, joining hands with the world superstar, Rihanna, the latest brand ambassador, to boost up the skincare for life trend to real skin lovers.
NIVEA, the world leading skincare product has revealed the online campaign, NIVEA REAL FAN SHOW of NIVEA Thailand, created to search for the real NIVEA fans to celebrate the 100th birthday of the NIVEA brand, had won two awards from one of the most prominent interactive design competitions, 17th Annual Communicators Awards, USA. Last year, the previous campaign, NIVEA WORLD CUP MANAGER CAMPAIGN SITE swept the awards from the WebAwards 2010 and Interactive Media Awards 2010 events.
Mr. Thanachai Chaikittivanich, Marketing Director of Beiersdorf (Thailand) Ltd., said, “It is highly gratifying for NIVEA Thailand to have been able to show its potentials in modern marketing communication at an international level, since the NIVEA REAL FAN SHOW has gained interest from consumers and real NIVEA fans, while the awards also confirm that our campaign has been designed to reflect the brand’s image, presenting content and various techniques that help create good relations and well-reflect the intimate ties that Thai NIVEA fans maintain with quality products under the NIVEA brand.”
As such, NIVEA Thailand has launched a campaign microsite, to communicate stories and activities related to the centennial celebrations of the brand, www.NIVEAforlife.in.th.The campaign microsite, integrated with NIVEA Thailand Facebook, isa channel for NIVEA fans and target groups to join the fun, get to know NIVEA better, and show the love of the NIVEA brand. The first activity, an online quiz show -- NIVEA Real Fan Show, recruited three NIVEA Brand Ambassadors from Thailand as the representative to join the celebrations of the 100th anniversary of NIVEA with 2,000 NIVEA fans from 50 countries around the world in Hamburg, Germany in the NIVEA Skin Journey trip on a luxurious blue cruise ship. These once in a lifetime experiences were shared to friends over the social network and cyberspace.
“We then extend the results of this activity to increase numbers of real fans through the “From Duck to Swan” social media campaign.
The campaign aimed at crafting relationships among members on Facebook themselves, and the NIVEA Brand Ambassadors also participated as judge panels. The campaign results shows that over 21,000 Facebook members of NIVEA Thailand are quality members with real passion for the brand.”
“As for the marketing perspective to reach and communicate with digital consumers, NIVEA around the world has put digital marketing in its important undertaking. For over 4 years, the image of NIVEA websites around the globe has been adjusted to be of the same standard, reflecting how we have given priority to the interaction between NIVEA and real consumers through offline and online media. These days, digital media have become the one of the key communication channels which is convenient and instantaneous. The real consumers of NIVEA can take part and act as our brand advocates, by sharing better skincare stories and skincare beauty secret through various social media tools prepared by us.”
Khun Thanachai addressed the direction of NIVEA digital marketing strategy and online branding.
Ms. Uraiporn Cholsirirungskul, CEO and Co-founder of Thomas Idea Company Ltd., as a digital marketing expert who runs the online promotional campaign of NIVEA products, said, “Digital media becomes more and more important vehicle for brands, due to its power to interactively communicate with end consumer and get measurable results. Therefore, marketers must invest in creating interactive mechanisms of various platforms, in order to grab the share in the online market which is highly competitive.”
Main factors that have made online campaign through the social network of NIVEA highly successful are the clear communication of the brand essence, the selection of the target groups, and the creation of relevant contents that truly attract the interest in diverse forms.
Finally, NIVEA has prepared a new campaign in the celebration of its 100th Anniversary to gain excitements from consumers, by bringing the world superstar -- Rihanna for Thai fans to take parts in a special online activity. “We have Rihanna as our brand representative to celebrate the 100th birthday of NIVEA. The launch of her latest single ‘California King Bed’ was selected as the theme song for the campaign, and used in our new television commercial around the world. As for Thailand, we plan to celebrate this special occasion on a grand scale in the near future, including numerous online activities for NIVEA fans to join the fun experiences, through the website www.NIVEAforlife.in.th and the Facebook NIVEAThailand. I would like to invite all real skincare lovers to join this event together.” Khun Thanachai said.