NIVEA partnered with Rihanna and digital agency Xomad to launch a photo contest on Facebook called the Skin2Skin Challenge to promote NIVEA's brand and 100th anniversary. The contest encouraged fans to upload photos illustrating comfort in their own skin and incorporating NIVEA's brand. It received over 39,000 views and 950 entries, and helped NIVEA's Facebook page accumulate over 70,000 likes over six weeks. The promotion significantly increased user engagement on the page.