Teenage girls are the primary target audience for NIVEA VISAGE Young. This is the age when they feel uncertain about their appearance and feel little attention from boys. Our campaign gave them an opportunity to feel attractive and, moreover, connected positive emotions to the NIVEA VISAGE Young product line. The motto of the campaign was “Beauty is appreciation!” By the end of last year video banners with handsome young boys were launched. They observed the female website visitors and after they set their cursor over the banners, they were flooded with compliments. When transferred to the NIVEA website they could watch 9 videos with compliments and re-send the link to their friends. As a result the visitors viewed over 580 000 compliments both through website and banners and sent 3 661 links to their girlfriends. 1214 girls subscribed to the NIVEA newsletter, and 133 of them were kind enough to leave enthusiastic comments about the campaign to the support team.

We found three attractive boys and created three different characters for each of them. 9 videos with compliments were launched on the NIVEA website.

Video-banners where attractive boys were following movements of the cursor were launched on websites popular among the target audience. The boys followed the cursor and smiled attracting attention to the banners. When placing the cursor over the banner the user, was given an unexpected compliment. When transferred to the campaign website the user could watch 9 videos with compliments and re-send it to her friends. Every video was followed by a teaser. “You are worth a compliment. Beauty is appreciation! NIVEA VISAGE Young".

- The campaign results topped the expected results by a few times, for these reasons the client allocated 20% on top of the media budget planned.

- Over 580 000 compliments viewed both through website and banners- 80 495 unique NIVEA website visitors (60 505 came through banners)- 3 661 links sent to friends through website- 1214 girls subscribed to newsletter- 133 delighted comments received from customers about the campaign- Despite the fact that the promo was developed as temporary campaign, it was decided to leave the promo section on the NIVEA website during all 2010.