NIVEA and The Voice UK
Our challenge was to demonstrate that NIVEA’s cleansing range is loved and used by professional makeup artists, and that cleansing is the basis of all good makeup.
Consumers appreciate and respect a professional's opinion and advice. NIVEA's products in the hands of professional TV makeup artists behind the scenes at The Voice UK, would be trusted by viewers and fans.
The idea was to create a 'Backstage Care' partnership with NIVEA and The Voice UK that shows professionals and contestants using NIVEA's cleansing range, whilst engaging fans of the show by bringing them exclusive backstage content with NIVEA's professional makeup artist and stars from The Voice UK 2017. With activity in-store, in the press, across social media and online, and on TV.
To demonstrate the partnership consistently throughout the campaign, a lockup logo was created, combining The Voice UK and NIVEA logos. This featured the glitzy logo from The Voice UK, whilst working alongside NIVEA's 'clean' vibe, seen in their branding. This was used at the main campaign image and could be seen across all touch-points.
A huge part of the campaign was the 30 second TV ad that was broadcast across ITV and ITVHub throughout the series, with Lauren Murphy, NIVEA's professional makeup artist, promoting NIVEA backstage care. Press activity included, interviews with Lauren Murphy in Hello magazine, giving beauty and showbiz journalists exclusive backstage access at the Live shows, and Lauren and NIVEA visiting Time Inc. and Hearst Magazines HQ to spread the word about the campaign.
Various digital campaigns were used to promote the partnership; such as an Instagram 'Share Your Chair Turning Look' competition, email database competitions and interactive polls across social. For every episode of The Voice UK, we created mini NIVEA segments containing exclusive video content, offering makeup and skincare tips as well as giving fans an opportunity to get to know the contestants more.
0 %More likely to think NIVEA was good value
0 %More likely to recommend NIVEA
0 %More likely to feel proud using NIVEA
0 %More likely to think NIVEA was good quality
Source: YouGov BrandIndex 7 Jan – 2 April 2017. Sample: 18-49 Women. Nivea Customers vs Nivea Customers/Heavy Viewers of ITV. Index on Nivea customers