This document summarizes the social media and digital marketing strategies and activations for Nivea, Nivea Men, and Liposan Greece from 2012-2014. Key aspects included developing websites, managing CRM databases through newsletters, and growing Facebook communities through daily posting, contests, and applications. Applications were designed to be engaging, provide insights, and drive brand loyalty. Examples highlighted daily challenges, personalized experiences, and games to interact with fans and learn about product preferences. The strategies resulted in growth of fan bases and engagement metrics as well as six awards for social media excellence over the two year period.

1. 2012-2014

2.  Websites - Administration, support
and Content development
for ΝIVEA.gr, NIVEAFORMEN.gr, HANSAPLAST.gr,
BEIERSDORF.gr, LIPOSAN.gr
Jan2012-Dec2014: Digital Partners
 CRM - Administration
and Content development
- Based on the existing BDF databases
- Develop and send 1 newsletter per month
- Management of all databases
 Social Media (Facebook + YouTube)
NIVEA, NIVEA MEN & LIPOSAN Greece
- Administration, Support and Content development
- Participation in the communication briefs
of the BDF brands, taking place Q4 of the year
- Proactive suggestions for local customized
or adapted content for Facebook
- Activations & Facebook Applications

3. Digital Platforms
SOCIAL MEDIA
WEBSITESECRM
Growth of Community
& Engagement
- Newsletter signups
(database members),
- Open rates & Response rates
Visits, Dwell Time
User interaction & Content with
key areas (modules/reviews)
DISPLAY / SEARCH / SOCIAL MEDIA ADVERTISING

4. Jan2012-Dec2014: Social Media

5.  Content planning, develop & send newsletters to opt-in databases.
 Communication that provides valuable content,
services and rewards to consumers.
 Drive to websites & store actions
 Discounts & rewards
 Contests & giveaways
Jan2012-Dec2014: Email Marketing/CRM actions

6. NIVEA Greece

7. Facebook Page
Strategy approach:
We built a close one-on-one relationship with our
Fan Base, resulting in detailed Insights for each
female user, including her preferences and her
needs regarding self-care.
Our next step was to create a strategy revolving
around the ECRM and activating NIVEA
Ambassadors, using them as our main means of
social media advertising.
Tactical approach:
 Speak as the leader in skin care as well as
a best friend EVERY DAY to our Fans
 Position and establish NIVEA as a Love Brand
 Emotional Connection through Posting
 Promote loyalty through incentives
 Engagement through relevant
and interactive experiences

8. Facebook Page
Product Database
Valuable Insights regarding every existing NIVEA
product that could be proven very helpful in the
event of New Product development and also affect,
influence and guide the creation and planning of
every new web communication strategy.
Focused and Strategic Posting
Product posts have long since stopped being just
about a simple “product shot”.
What do we need to know about the product?
We started asking!

9. Facebook Page > Posting & Engagement

10. Facebook Page > Tools
Custom Application Insights Tool and Central Database
Behind the Scenes innovation and Front end Simplicity
Realizing that planning a communication strategy should not be all about attracting Fans to the
page, we put to use our experience and expertize in development to discover new ways to gather
detailed insights for each Fan that uses an application. Going even further, we were able to monitor
how the Brand-Fan relationship evolves through the fan’s participation in various applications and
her actions when using them.
We created a Custom Central Database
A User-centric database was created for all applications hosted on the NIVEA page!
We were now able to see, which applications every user has participated in, by user.
This puts us in a position to sort out who the most loyal Fans are, which participate ONLY in big
award contests, and which participate in applications that don’t have prizes.
Within this database, we are able to keep track of user behavior, information and feedback.

11. Facebook Activations > Approach
 Applications with unique design and ideas engage more users
 Simple mechanisms as well as ‘daily’ participation applications
performed the best for women
 Personalized applications that give a ‘result’ are performing
best for NIVEA
 Applications that are all about the ‘product’
are more successful
 Contest Applications, to promote trial, start conversations
and build consumer profiles!
Not to increase participations and Likes.

12. Facebook Activations > Examples

13. Facebook Activations > Examples
NIVEA
Daily Face Care Challenge
Using the application we invited NIVEA fans to follow
a “virtual” daily face caring routine. Those that managed
to follow their face-caring routine every day for a week,
became Face Care Gurus and were rewarded by winning
a complete face-care product set by NIVEA.
- 3 weeks duration
- 5.100 app users
- 75% of users played more than 3 days in a week
- Badge system / gamification elements
- Total scoreboard & notification reminders

14. Facebook Activations > Examples

15. Facebook Activations > Examples
NIVEA
In-shower Revolution
(Επανάσταση μέσα στο ντους)
Invite users to personalize their own virtual shower
experience just the way they want it! By exploring
the interface they can find out what the product can
do for them, they can read and write reviews
and share their experience with friends!
- 4 weeks duration
- 5.800 app users
- Personalized experience

16. Facebook Activations > Examples

17. Facebook Activations > Examples
NIVEA Body Cream
Perfect Mornings
In order to make the new Nivea Body Cream
a part of our consumers daily routine,
we designed an application that focused
οn how to make sure every morning is a perfect
morning that will set the tone for a perfect day!
- 3 weeks period
- 5.600 app users
- Valuable insights about user preferences

18. Facebook Activations > Examples

19. Facebook Activations > Examples
NIVEA IN SHOWER MOISTURIZER
The Moisturizing Revolution
(Η ενυδάτωση θέλει επανάσταση)
Users will be taken through a short experience
where they will share with us their “moisturizing”
profile.
This will help us understand their habits ,
preferences and needs around daily hydration
and hence why they should join this revolution and
use the In Shower products.
- 3 weeks duration
- 5.000 app users

20. NIVEA MEN

21. Facebook Page
2012: Football & Grooming
Plan to build Facebook community
as well as engage users through the above
themes.
Relevant content through applications,
innovative interactive Tabs
and dialogue through the page.
2013-14: Phase out the football theme
and phase in Grooming/Male Lifestyle focus
in light of the re-launch.
Speak about football as part of our
consumers every day life.
Communicate product benefits ‘relevantly’
and indirectly through lifestyle content.

22. Facebook Page>Posting & Engagement

23. Activations > Approach
 Applications with unique design
 Game mechanisms as well as simple applications
 Personalized applications that give a ‘result’
 Applications that are all about the ‘product’
are more successful
 Contest Applications, to start conversations
and offer experiences!
Not to increase participations and Likes.

24. Activations > Examples

25. Activations > Examples
NIVEA MEN
FAN ARENA
A fun experience app aimed at engaging users
at the start of the Euro 2012! They could select
and design their own avatar, select accessories,
as well as interact with various parts of the Arena.
- 3 weeks duration
- 3.000 app users
- Profile pics & content share

26. Activations > Examples

27. Activations > Examples
NIVEA MEN
The Winning Look
(Η εμφάνιση που κερδίζει)
5 Steps Story, linking the football player look
(featuring the Real shirt) with the everyday male “look”.
Starting with a player getting off the field and into the locker
room to change and shower, the user’s choices
of products in various steps of the male “getting ready”
for a night out process (shower, shave, deodorant products
etc.) succeed in making the brand the sponsor
of male personal care.
- 3 weeks duration
- 2.300 app users

28. Activations > Examples

29. Activations > Examples
NIVEA MEN
Μy Grooming Kit
This was an activation for the ‘Originals’ series.
We created a fun app aimed at engaging users.
The user answers a series of questions (multiple choice)
in a scrolling environment. The questions are about
the user’s everyday life and choices in life style.
In the end, the user is presented with the “original kit”
that best meets his life style needs and enters a draw to
win NIVEA MEN products.
- 3 weeks duration
- 2.500 app users

30. Activations > Examples

31. Activations > Examples
NIVEA MEN
To Beard on not to Beard
This activation was featured on the niveamen.gr website
and offered users a chance to win a unique personal
grooming experience.
Going against the current “beard” fashion, we dared users
to test their loyalty towards their beard. Through a long series
of questions, we tried to make an argument on why the user
should shave his beard off. Our case was build on true facts
and humorous arguments, pushing the user to the conclusion
that shaving would greatly improve his quality of life.
- 3 weeks duration
- 2.000 app users
- Effective & creative pre-roll video

32. LIPOSAN

33. Strategy approach:
Setup and create fan base (2012)
Creation of Digital & Social identity.
Take the Liposan love brand and turn it from the
most recognizable lip care product to the “Kiss
Sponsor”.
Creating a visual identity for Facebook that would be
highly recognizable and distinctive.
Tactical approach:
 Emotional Connection through posting
 Promote loyalty through incentives
 Engagement through relevant
and interactive experiences
 Ιnteractive tabs
The Brief.

34. Facebook Page > Posting & Engagement

35. Activations > Examples

36. Activations > Examples
LIPOSAN
Kiss Month
By declaring November 2012 the ‘Liposan Kiss Month’,
we invited fans to celebrate ‘Kissing’ everyday, through
an Html 5 app that involved Daily Actions and Kiss Tasks.
- 3 tasks daily
- 4 weeks period
- 13.800 users
- 90% of the users participated during the 4 weeks

37. Activations > Examples

38. Activations > Examples
LIPOSAN
Love Messages
This was an activation to celebrate Valentine’s day. We
asked users to create their own love message valentine’s
card and send it to the one they loved. We created a series
of different Cupids based on the Liposan flavors and
named them accordingly. The user could then chose which
one she wanted to use as a messenger, plus the love
message she would like to be delivered. The end result was
a card that was sent to the specified recipient.
- 10 days
- 3.300 app users

39. Activations > Examples

40. Activations > Examples
LIPOSAN
Kissmas Factory
We created Santa’s Kissmas factory and asked users
to help Santa make sweet candy Kissmas gifts.
The app featured a conveyor belt-type gift making
machine. The user was given a choice of candies,
ornaments and Liposan products to chose and place
inside the gift box. In the end she reviewed her box
and won a chance to win her own box of Kissmas
sweetness by entering a draw.
- 3 weeks period
- 10.510 app users

41. 6 Awards in 2 years
(2013 – 2014)

42. Social Media Awards 2013
Best Corporate Social Media Strategy
NIVEA GREECE
Best Presence on Facebook
LIPOSAN GREECE

43. Other use of Social Media (Microsite)
NIVEA Stress Report
Social Media > Facebook Apps
NIVEA MEN Manager

44. Best Social Media Contest
Book of Kissmas Moments
Best use of Social Media-Consumer Brand
Buddy Cool Activation (microsite)
Social Media Awards 2014

45. Τhank You!