For the launch of their new skincare line “Oxygen Power” on the Chinese market, Nivea is using a new marketing campaign which enables women to create their own customized e-magazine and to enter a lifestyle microcosm adapted especially to the product. The whole marketing campaign is based on an all-round-concept called “Oxygen Power Healthy Living” which focuses apart from the skincare product also on a subliminal product-related healthy lifestyle with oxygen-rich food, outdoor activities, exercises that enhance your breathing or oxygen-enriching spa treatments.

Interactive and personalized microsite

With the interactive microsite every user has the possibility to upload a photograph of themselves and use it to create a personal cover image on an e-magazine version of the popular women’s fashion magazine “Rayli”. Furthermore the e-magazine also includes 10 content pages of which 6 are customizable, e.g. with personalized articles with the user’s name. It is possible to answer a short questionnaire about lifestyle and health attitudes in order to generate relevant content for each individual user. The results are used to determine the following advice and recommendations concerning skincare and healthy living. Yet another plus for every registered person is to take part in an exclusive Nivea prize draw or to get information via the expert’s blog, product FAQ´s etc.

Pro

- emotional product experience

- user takes centre stage

- exclusiveness

- tell a friend / viral aspects

- user generated data can be used for market research and product

  development  

- continuous customer loyalty