NIVEA acknowledges sisters who Protect and Care for one another.

NIVEA is the first and most important brand of Beiersdorf; a German skin care company which was first founded in 1911. The company plans to be the Number ONE skin care brand in the market by strategically using NIVEA as the star brand.

Recently, Beiersdorf has launched the campaign #Hiya, which focuses on strengthening NIVEA brand image in the MENA Region. The aim of the campaign is of course to engage with consumers on social media and to create awareness around its deodorant Protect & Care.

NIVEA user profile is a woman aged 18-35, who has middle to high income and who takes good care of herself. She is an Internet savvy who’s more and more present on social media like Facebook as means of seeking information. Along with that, she’s also more self-empowered and inspired by influencers. As a result, we rarely see NIVEA using celebrities as brand presenters.

Nevertheless, NIVEA has always been keen on using influencers to spread its message. The German brand has long understood the power of word of mouth, hence the reason why it has always tried turning people into brand ambassadors who have the ability to powerfully influence buying behaviors.

And that’s exactly what the skin care giant Beiersdorf tried to do in their latest campaign #sisterstories. In #sisterstories, NIVEA has invited multiple influencers, including the Moroccan sisters @Afafandmarwa, to share their favorite stories with their sisters, in a 2-minute-and-half video.  By portraying Sister Love and showing that sisters protect and care for each other, the video intends to be heartwarming, emotional and very touching. As for the video’s background song, NIVEA couldn’t have made a better choice. Baraka May’s I’ll Take Care Of You Song fits perfectly with the overall feeling of the video. It tugs on our heartstrings and make us feel SOMETHING! Triggering strong emotions of endearment, the heart wrenching video is beautifully done and portrays NIVEA in a caring way.

As seen so far, the brand is not only about advertising and portraying a message, but also about communication channels that can reflect the brand personality. NIVEA supports its marketing efforts by an unmatched social media presence. A week preceding the launch of the video, NIVEA Invited its followers to tag their sisters in a post, to describe them in one emoji and to express their love for them. By doing so, the followers entered for their chance to win a trip to The Maldives.

The engagement spawned by that post has been incredible, because it made commentators feel appreciated, heard and understood. Community management is key to building profitable relationships with consumers and seizing opportunities to interact with them. And if there’s something we’re certain of, is that NIVEA’s Facebook community manager excels at his/her job.

Being relevant to consumers, this campaign is all about generating an active conversation on social media. NIVEA’s Marketing is the type of marketing that people love. It intends to nurture and maintain a long-term relationship with consumers, hoping that they will generate and motivate contents to other consumers as well. Creating a strong online community and increasing brand loyalty in the long run, NIVEA is now a step closer to achieving its corporate objective and becoming, what it has always aspired to be, the NUMBER ONE skin care brand worldwide.