Nivea has introduced an innovation in the deodorant category - Nivea Whitening. Nivea launched a consumer engagement campaign wherein a focused digital campaign invited women to ‘Go Sleeveless' and be stylish, without being embarrassed about their underarms. The digital campaign included a Facebook App, ‘NIVEA Share n Shop with Anushka Sharma', which encouraged women to post their pictures in sleeveless outfits, thereby creating a strong buzz around ‘Go Sleeveless!'
This campaign took place from May to July, after which, the top four participants who received the most likes, got a chance to ‘Go Sleeveless' shopping with Sharma. The FB application received 1.5 lakh views, with almost 8,000 consumers uploading pictures of themselves. These pictures generated a cumulative like count of 45,000+ likes.
Cream Events organised a press conference to announce the winners of this contest. Prior to the conference, the winners got the chance to shop for Rs. 25,0000 worth of apparel and accessories with Anushka at Vinegar. She also discussed her style tips and beauty regime with them.
Speaking at the press conference, Rakshit Hargave, MD, Nivea India said: "For over 100 years, Nivea's goal has been to provide better skincare for all. The goal is the same even today. Nivea whitening deodorant is another milestone achieved, giving women the confidence to flaunt their underarms. Anushka being the Face of Nivea is a perfect fit with our brand and helps us communicate the values of being contemporary, youthful, trustworthy and efficient."
The press conference took place on the first floor of the store, where a signboard in the shape of a sleeveless t-shirt, ‘Pledge to GO SLEEVELESS', was signed by Anushka and the winners. This also served as a backdrop for some candid shots during the press conference. Anushka engaged with the media and spoke about her association with the brand. She spoke about how Nivea brought back childhood memories and how, till date, her grandmother and mother use Nivea products.
Commenting on the event, Preciosa D'Costa, Manager-Client Servicing, Cream Events said: "Cream has been associated with Nivea and Vinegar in the past. Nivea's product-whitening deodorant is a great innovation for women and helps them challenge the issues of darkening underarms. The campaign provided the winners with an opportunity to shop at Vinegar, which houses exceptional apparel for women who are fashionable, independent and daring in various styles and colours. It was ideal for us to bring the internationally renowned skincare brand and fashion's latest entrant together. The winners were ecstatic shopping with Anushka and left with happy memories."