NIVEA’s Whitening Cell Repair Lotion repairs skin damage caused over the years and allows you to flaunt your skin and wear what you want, instead of dressing defensively. The Flaunt Your Back Campaign is a digital extension of this proposition. The contest on the micro site www.flauntyourback.com ran live from 28th June till 8th August. The campaign was a resounding success, with more than 32,000 unique entries and samples being sent out to the first 10000 participants.
The contest was an engaging application, which allowed young women to accessorise the back creatively, on pre-set templates or on their own images, using jewellery and trinkets. These creations could then be shared on social media. The campaign got an overwhelming response and was supplemented by chatter on Facebook and Twitter, with the hashtag #flauntyourback trending in India. At the event, Anushka Sharma launched the NIVEA ‘Turn your Back on Doubt’ video; featuring the 4 winners of this contest; which showcases their inner confidence to face life’s various situations and challenges.
Post this Anushka Sharma ‘Rocked the Ramp’ with winners of the Go Sleeveless Contest for NIVEA’s lead franchise in women’s Whitening Deodorant. The campaign was launched from 15th June to 31st July and got a significant amount of entries in just one month. The micro site www.gosleeveless.in allowed participants to upload sleeveless pictures of them wearing the arm print, and the participants with the most likes on Facebook were selectively chosen. These 10 lucky girls ‘Rocked the Ramp’ with showstopper Anushka Sharma.
Commenting on the success of both these digital campaigns, Rakshit Hargave, Managing Director of NIVEA India said, “We are very happy with the overwhelming response for both these campaigns. Brand NIVEA empowers women to be confident and gives them the skin care expertise to enable them to wear what they want.”
Speaking on being the face of both these campaign, Anushka Sharma said, “I am very proud to be a part of the NIVEA family, it’s been about 2 years now. The number of entries both these campaigns have received is remarkable. It is a great way to reach the target audience.”
About NIVEA India: (www.NIVEA.in)
NIVEA is the biggest skin care brand in the world and is a name that has epitomized care for generations. The brand owned by Beiersdorf AG, Germany launched a wholly owned subsidiary in India in May 2007 known as NIVEA India Pvt. Ltd. The affiliate is headquartered in Mumbai and is responsible for all critical functions such as Marketing, Finance, Supply Chain and Sales to Key Accounts. The parent company Beiersdorf AG, Germany is a Rs. 30,000 Crores (Euro 5,120 Million) Beauty and Skin care MNC. It has affiliates in more than 169 countries, enjoys market shares of up to 30% and has more than 200 No. 1 positions in cosmetics categories all over the world. NIVEA India has a clear focus: To meet consumer’s skin and beauty care needs.
