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2012-2014
 Websites - Administration, support
and Content development
for ΝIVEA.gr, NIVEAFORMEN.gr, HANSAPLAST.gr,
BEIERSDORF.gr, L...
Digital Platforms
SOCIAL MEDIA
WEBSITESECRM
Growth of Community
& Engagement
- Newsletter signups
(database members),
- Op...
Jan2012-Dec2014: Social Media
 Content planning, develop & send newsletters to opt-in databases.
 Communication that provides valuable content,
servic...
NIVEA Greece
Facebook Page
Strategy approach:
We built a close one-on-one relationship with our
Fan Base, resulting in detailed Insight...
Facebook Page
Product Database
Valuable Insights regarding every existing NIVEA
product that could be proven very helpful ...
Facebook Page > Posting & Engagement
Facebook Page > Tools
Custom Application Insights Tool and Central Database
Behind the Scenes innovation and Front end Sim...
Facebook Activations > Approach
 Applications with unique design and ideas engage more users
 Simple mechanisms as well ...
Facebook Activations > Examples
Facebook Activations > Examples
NIVEA
Daily Face Care Challenge
Using the application we invited NIVEA fans to follow
a “v...
Facebook Activations > Examples
Facebook Activations > Examples
NIVEA
In-shower Revolution
(Επανάσταση μέσα στο ντους)
Invite users to personalize their o...
Facebook Activations > Examples
Facebook Activations > Examples
NIVEA Body Cream
Perfect Mornings
In order to make the new Nivea Body Cream
a part of our ...
Facebook Activations > Examples
Facebook Activations > Examples
NIVEA IN SHOWER MOISTURIZER
The Moisturizing Revolution
(Η ενυδάτωση θέλει επανάσταση)
Use...
NIVEA MEN
Facebook Page
2012: Football & Grooming
Plan to build Facebook community
as well as engage users through the above
themes....
Facebook Page>Posting & Engagement
Activations > Approach
 Applications with unique design
 Game mechanisms as well as simple applications
 Personalized a...
Activations > Examples
Activations > Examples
NIVEA MEN
FAN ARENA
A fun experience app aimed at engaging users
at the start of the Euro 2012! The...
Activations > Examples
Activations > Examples
NIVEA MEN
The Winning Look
(Η εμφάνιση που κερδίζει)
5 Steps Story, linking the football player loo...
Activations > Examples
Activations > Examples
NIVEA MEN
Μy Grooming Kit
This was an activation for the ‘Originals’ series.
We created a fun app a...
Activations > Examples
Activations > Examples
NIVEA MEN
To Beard on not to Beard
This activation was featured on the niveamen.gr website
and offe...
LIPOSAN
Strategy approach:
Setup and create fan base (2012)
Creation of Digital & Social identity.
Take the Liposan love brand and...
Facebook Page > Posting & Engagement
Activations > Examples
Activations > Examples
LIPOSAN
Kiss Month
By declaring November 2012 the ‘Liposan Kiss Month’,
we invited fans to celebrat...
Activations > Examples
Activations > Examples
LIPOSAN
Love Messages
This was an activation to celebrate Valentine’s day. We
asked users to create...
Activations > Examples
Activations > Examples
LIPOSAN
Kissmas Factory
We created Santa’s Kissmas factory and asked users
to help Santa make sweet...
6 Awards in 2 years
(2013 – 2014)
Social Media Awards 2013
Best Corporate Social Media Strategy
NIVEA GREECE
Best Presence on Facebook
LIPOSAN GREECE
Other use of Social Media (Microsite)
NIVEA Stress Report
Social Media > Facebook Apps
NIVEA MEN Manager
Best Social Media Contest
Book of Kissmas Moments
Best use of Social Media-Consumer Brand
Buddy Cool Activation (microsite...
Τhank You!
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Beiersdorf Case Study (2012-2014)

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3 years case study
Beiersdorf Hellas & Digitall - Digital Partners

Published in: Marketing
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Beiersdorf Case Study (2012-2014)

  1. 1. 2012-2014
  2. 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. 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. 4. Jan2012-Dec2014: Social Media
  5. 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. 6. NIVEA Greece
  7. 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. 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. 9. Facebook Page > Posting & Engagement
  10. 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. 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. 12. Facebook Activations > Examples
  13. 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. 14. Facebook Activations > Examples
  15. 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. 16. Facebook Activations > Examples
  17. 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. 18. Facebook Activations > Examples
  19. 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. 20. NIVEA MEN
  21. 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. 22. Facebook Page>Posting & Engagement
  23. 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. 24. Activations > Examples
  25. 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. 26. Activations > Examples
  27. 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. 28. Activations > Examples
  29. 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. 30. Activations > Examples
  31. 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. 32. LIPOSAN
  33. 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. 34. Facebook Page > Posting & Engagement
  35. 35. Activations > Examples
  36. 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. 37. Activations > Examples
  38. 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. 39. Activations > Examples
  40. 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. 41. 6 Awards in 2 years (2013 – 2014)
  42. 42. Social Media Awards 2013 Best Corporate Social Media Strategy NIVEA GREECE Best Presence on Facebook LIPOSAN GREECE
  43. 43. Other use of Social Media (Microsite) NIVEA Stress Report Social Media > Facebook Apps NIVEA MEN Manager
  44. 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. 45. Τhank You!

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