The huge marketing campaign surrounding NIVEA’s 100th anniversary resulted in a return to growth for Beiersdorf’s Consumer business.
The two-year development behind the campaign paid off for the company, contributing heavily to Beiersdorf’s Consumer business’ organic sales growth of 2.6 per cent in the first half of 2011. Sales in the Americas region were especially positive, with North America recording a 9.7 per cent increase, and sales in Latin America were up by 14.3 per cent.
The campaign was timed to coincide with the Why NIVEA chose Rihanna as a brand ambassador’s 2011 tour, and utilised digital space and social-media platforms. The brand used interactive videos, virtual photo-taking with the singer for fans, and an augmented reality app on its US Facebook page.
NIVEA’s CEO Thomas-B. Quaas expressed the brand’s delight at the success of the campaign. The campaign to position NIVEA for the future and mark the brand’s 100th anniversary generated positive momentum at retailers and among our consumers in the second quarter,” he said. The performance of our skin and body care business in the first half of the year was in line with our planning.”
