As part of NIVEA’s 100th birthday, Rihanna was engaged as the voice of the celebration to connect to a younger generation.
We needed to make this audience stand up and take notice; to bring them closer to their idol, while offering them the chance to be part of something uniquely NIVEA. We needed to take NIVEA’s message of closeness to our audience, and to go where they are – Facebook.
Our solution was to give this audience the tools to co-create something cool with Rihanna that they could then share with their friends.
Rihanna’s song “California King Bed” was the soundtrack to NIVEA’s brand campaign, and our digital solution lay in the lyrics of the song. NIVEA needed to allow people to get “wrist to wrist” and “palm to palm” with Rihanna.
We chose to treat NIVEA fans to an interactive experience that would allow them to co-star with Rihanna in their very own music video.
On over 40 of NIVEA’s local Facebook pages, consumers were greeted by Rihanna and encouraged to take part in the video.
Before launch, there were approximately 800,000 NIVEA Facebook fans. This number has grown by over 1 million users and continues to grow every day – achieving the goal to become more accessible and appealing to a new generation of NIVEA users.