Cannes Lions

DEODORANT

CARAT, London / NIVEA / 2012

Film
Film

Overview

Entries

Credits

Overview

Execution

We chose the UK’s leading online fashion retailer ASOS.com for an unprecedented partnership. ASOS’ designers created four NIVEA dresses – timeless designs in black & white that our consumers would want to keep and cherish – the embodiment of our product’s emotional benefit. The capsule was hosted in a new NIVEA section within asos.com where an online style challenge gave away all four dresses to 50 winners a week for 5 weeks – 1000 dresses in total. A joint NIVEA/ASOS fashion shoot gave us credible, exclusive content that we exploited across every ASOS bought, owned and earned channel including: advertorials in ASOS magazine, newsletters, emails, social media (ASOS’ twitter and Facebook) as well as a permanent homepage presence for NIVEA on ASOS.com. Invisible for Black & White product vouchers were enclosed with 5,000 ASOS black & white clothing orders. To drive visitors to ASOS we used digital display, the NIVEA website and eCRM.

Outcome

108,000 people visited NIVEA/ASOS microsite (target = 35,000). 61,594 competition entries (target =10,000-15,000). Most-popular promotion in ASOS history. Incredible 49% of competition entrants opted into receive NIVEA information – an ASOS record. Despite £250k budget, launch achieved £2.4m of sales and an 0.5% market share within three months. Better performance than NIVEA sister brand Calm & Care, which had been established 12 months longer and had twice the budget! Best deodorant launch of 2011. Best NIVEA launch in several years. Overtook Lynx, who spent 30% more in the same period, to become category 3rd (target = strong 4th).

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