Nivea Expands Global Campaign with Rihanna on Facebook

　　妮維雅百年華誕之際舉辦許多系列活動，並請來蕾哈娜擔任品牌全球大使。而現在妮維雅以明星背書的力量，設計了互動視頻以及在Facebook頁面上的app。“Co-Star with Rihanna”這個Facebook的app讓妮維雅的Facebook粉絲可以將自己編輯進明星的視頻中，而在Facebook中點“讚”的功能也提供了用email或是個人頁面作為與消費者溝通的管道，同時也運用email來取得消費者的回饋與疑問。品牌溝通計畫的負責人Barbara Wentzel認為：「與花很多時間在線上的消費者溝通是必要的，使用者可以在Facebook上做直接的互動，這也幫助我們直接接觸到蕾哈娜龐大的粉絲群，並讓他們被我們的品牌吸引。」妮維雅證明了老品牌也可以跟上世界的行銷潮流並且讓品牌經營永續。

　　Never too old to learn new tricks, FMCG giant Beiersdorf’s Nivea celebrates its 100th anniversary this year, with local events such as the recent brand experience held at New York's Grand Central terminal.

　　The billion-dollar global centennial campaign, "100 Years Skincare for Life" features Rihanna as the brand's global ambassador. Tie-ins with the star have included getting fans access to Rihanna's 2011 tour, and virtual photo-taking with the star.

　　Now Nivea is leveraging its endorsement of the star with an interactive video and augmented reality app on its US Facebook page.

　　Called “Co-Star with Rihanna.”, Nivea's Facebook fans can edit themselves into a video of the pop star's video, California King Bed, mimicking Rihanna’s moves via webcam and then share their ‘dance karaoke’ with FB friends, on Twitter and e-mail. The app employs a typical Facebook come-on: users must “Like” the brand's FB page, provide an email address and permit access to basic profile information and post it to their Facebook wall. Nivea will use that data to contact consumers who opt-in during the campaign.

　　They’ll also use email newsletter opt-ins, “monitoring direct consumer feedback” according to Barbara Wentzel, head of brand communication planning at Beiersdorf. “Insights will derive not only from understanding of usage and acceptance of the activities but also from the direct feedback, questions and remarks we gather.”

　　The augmented reality app lets users modify a video of Rihanna performing “California King Bed” by using their webcam to scan a limited-edition Nivea Crème tin.

　　“We believe that it is essential to connect with our consumers where they spend their time online. Users can directly start the interaction without leaving Facebook. This also helps us to directly reach out to the large fan base of Rihanna and engage them with our brand,” added Wentzel.

　　Working with AOR Blast Radius, Nivea is one more brand proving itself older but wiser (the recent rapping by the FTC may have added a worry line or two to the brand's visage) as it goes the extra digital yard and then some, as required in today’s always-on world of marketing and brand sustenance.

 

LINK:http://www.brandchannel.com/home/post/2011/08/02/Nivea-Facebook-Rihanna-Campaign.aspx#continue