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NIVEA
NIVEA Co-Star with Rihanna
NIVEA Co-Star with Rihanna
NIVEA Co-Star with Rihanna
NIVEANIVEA Co-Star with RihannaNIVEA Co-Star with RihannaNIVEA Co-Star with Rihanna

NIVEA

A Hip 100th Birthday

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.

Getting Closer

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.

Local Activation

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.

Related

Launches The NIVEA Tin Stage Augmented reality Rihanna experience just launched for NIVEA, from Blast Radius Europe.October 31, 2011
Press Room NIVEA kicks off Skincare for Life campaign Campaign highlighted by Rihanna Facebook application and augmented reality experience.July 29, 2011
Ideas NIVEA and UGC NIVEA, known worldwide for their skin care products, sponsored international pop sensation Rihanna’s latest tour as part of a massive...January 25, 2012
Press Room NIVEA Creme Tin on Mashable Featuring the augmented reality experience starring Rihanna.November 2, 2011
Press Room Co-star with Rihanna featured in Computer Arts Profiling the Facebook branding campaign for NIVEA.October 18, 2011
Press Room NIVEA "Skincare for Life" highlighted in the press Written up in The Drum, DMNews, Brandchannel and more.August 3, 2011
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