Wednesday, January 6, 2010

Nivea XOXO Chain

It's the start of January and everyone's good intentions should probably still be strong. Give up this this, stop doing so much of that, avoid unnecessary..... etc. etc. New Years roles around and it's up to each of us to decide what we're going to do less of, in an effort to make ourselves better people. Is this such a good thing? Don't get me wrong, there's nothing bad about making your life style more healthy, about stopping smoking or getting more exercise, but for many of us I reckon we could do a whole lot more for ourselves if we looked at what we could be doing more of.

It seems I'm not the only one thinking this way. With the aim of encouraging the public to "have more love, hugs and kisses in 2010", Nivea has launched its New Year's Resolution, XOXO Chain campaign.

The campaign, which will run until Valentine's Day, was kicked off by actors Nick Lachey and Vanessa Minnillo. Centered around the Nivea website, users are asked to upload a digital hug or kiss, fo which Nivea will donate $1 to Big Brothers Big Sisters for each one.

"Nivea values the importance of human connections, an inherent aspect of the Big Brothers Big Sisters organization, We felt this was the perfect fit for us as a brand", said Nicolas Maurer, vice president of marketing at Beiersdorf, Nivea's parent company.

The campaign was launched via the onsite Times Square activation, a digital advertising suite, a number of Public Relations activation and during NBC's live New Year's Eve programme hosted by Carson Daly. The NBC element included promo ads and online banners. The Times Square activation was similarly part of a larger marketing initiative. Nivea were also official sponsor of New Year's Eve in Times Square, and as such had a branded stage called the Nivea Kiss Platform. this featured musical performances by Taddy Porter and Delfina.

In relation to the campaign timing, Maurer commented, "2009 has been a tough year for a lot of people, and New Year's Eve is a great time to share love with friends and family and look forward to starting off 2010 with the best foot forward."

Nivea are also promoting the campaign via in-store at point of purchase displays, sampling and specialised photo booths. The XOXO Chain Booths allow consumers to get their photo taken while hugging and kissing. These images are then shared and uploaded to the store's electronic billboard. A number of these booths also tied into the many large screens that lined Times Square on New Year's Eve.

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