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Nivea launch integrated ‘Beauty Is’ campaign backed by Skinkers technology

Campaign managed by Carat Media Agency

11 October 2007

NIVEA have launched their ‘Beauty Is’ campaign, an integrated on and offline push that aims to drive consumers to their newly updated website to share what beauty means to them.  NIVEA.co.uk is now a one-stop shop for all aspects of beauty and includes news, lifestyle advice, offers, competitions and video podcasts. The campaign uses a variety of channels including on and offline publications, email and advertising. The mainstay of the campaign is NIVEA’s desktop application called Ticker.

Built on Skinkers information broadcast technology, Ticker is an easy to download, opted in application that pushes interactive content directly to the desktop. By utilising the desktop as a communication channel, NIVEA do not need to wait for customers to identify and open emails or remember to visit their website. Messages sent via the Ticker to the desktop include news, beauty tips, competitions, video podcasts and questionnaires. The objective of all messages is to drive consumers back to the NIVEA website. The NIVEA Ticker can be downloaded from: www.NIVEA.co.uk/alerts.

“Our ‘Beauty Is’ campaign relates to all aspects of beauty focussing on looking, feeling and being beautiful. We want our consumers to regularly visit the site in search of valuable beauty and lifestyle tips, becoming part of the NIVEA online community. What we needed was a reliable way to drive consumers to our website. We chose Skinkers technology because of their expertise in delivering highly visible, interactive messages to the desktop that are proven to increase website traffic.” Commented Sarah Taylor, Communications Manager at Beiersdorf UK Ltd (NIVEA is owned by Beiersdorf).  

Matteo Berlucchi, Skinkers CEO said “The desktop is a prime, uncluttered communication channel. Users who download a desktop application are giving the brand permission to engage them directly which generally turns out to be very valuable for both parties.”

Managed by Carat Media Agency, NIVEA’s ‘Beauty Is’ online campaign will run until the end of November. Rebecca Taylor, Digital Account Director, Carat Media Agency stated "We worked with Skinkers to create the Ticker for the ‘Beauty Is’ campaign in order to achieve our prime objectives of driving a qualified audience back to the NIVEA site on a regular basis but, more importantly, to build an ongoing 'conversation' with those consumers. Skinkers worked closely with us to understand the objectives of the campaign and the result is an impactful and engaging desktop application that adds value to the user's experience of the NIVEA brand."

About NIVEA
NIVEA is owned by Beiersdorf which was founded in Hamburg in 1882 as a small pharmacy.  It has now grown to become a global company of branded consumer goods with approximately 150 affiliates worldwide.  Its consumer orientation has made NIVEA the largest body care brand in the world.

Example of a message sent through the NIVEA Ticker:

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