Nivea’s general manager of marketing Julia Braun talks to bd about the brand’s most recently appointed ambassador for a new generation of skincare users.
Rihanna’s music is set to appear across social media for NIVEA. Will she be producing newly released songs especially made for NIVEA or will it be music fans have previously heard? NIVEA has signed up international star Rihanna as the voice of its 100-year celebration. The song ‘California King Bed’, from Rihanna’s latest album Loud”, will accompany the whole anniversary campaign internationally.”
Could you tell me some of the social media outlets Rihanna will be appearing in? NIVEA will be using social networks such as Facebook and YouTube to communicate with superstar Rihanna’s vast fan community. Rihanna will have a strong presence throughout the anniversary year, particularly in the global digital campaign. 10 per cent of the campaign budget is dedicated to digital activities. Rihanna will also feature on our NIVEA website and Facebook pages, where NIVEA will offer consumers the opportunity for exclusive Rihanna downloads on the NIVEA website, including music downloads, Rihanna wallpaper and photos.”
How will her music be incorporated in social media? All local NIVEA websites will be adapted to the campaign look and feel, and will include new content about the NIVEA brand’s history and skincare competence. Consumers can get up close and personal with Rihanna on the local NIVEA websites and on the official NVIEA Facebook page with an interactive tool that lets them integrate themselves in a Rihanna video. NIVEA is sponsoring Rihanna’s Loud” tour of the USA and Europe and will organisze a range of activities to address young consumers in an emotional brand environment. Over the year, it is hoped that the campaign activities on NIVEA websites will generate some 120 million messages and communications on the subjects of NIVEA and Rihanna via social-media platforms.”
NIVEA has had plenty of high-profile spokes models in the past. What are qualities the brand looks for when selecting a brand ambassador? NIVEA looks for someone that taps into our key attributes – great skin, universal, down to earth but still interesting and innovative (such as Rihanna), well known, friendly, loved and trusted!”