Brand barometer: Nivea viral campaign reviewed

Goviral evaluates the latest viral campaign from Nivea, with "ones to watch" from Bing, Range Rover and Virgin Media.

Brand barometer: Nivea viral campaign reviewed
 

Successfuly combines the best of online and TV

9 / 10

In 2011, Nivea for Men launched ‘The Great Football Experiment’, sponsoring Sunday League team Ivory FC for a season and providing professional coaching to see whether it could change its fortunes. The activity marked a departure from traditional FMCG awareness strategies by focusing more on depth of engagement and longevity. Since last summer the brand has released several online clips featuring the team. The latest, ‘The Keepy Up Challenge’, features World Freestyle Football Champion Andrew Henderson teaching the Ivory boys how to juggle a ball.

Nivea has successfully combined the best of online and TV to crack the content side of the equation. It has moved its online content from top-line awareness to engagement and taken the best of the familiar reality-show format from TV to make it happen. Now Nivea has an ‘always on’ strategy, as opposed to the traditional ‘peak and valley’ approach.

Ones to watch: Viral hits from this week

 

Bing: Teaser YouTube

This video, part of an ongoing ‘Bing is for doing’ campaign, asks ‘What would you like to do?’ It drives view­ers to a Facebook page to submit ideas. The best will be made poss­ible by the Microsoft search engine.

Range Rover: Evoque Special Edition

Land Rover promotes its much-hyped tie-up with Victoria Beckham in a film by British music-video director and fashion photographer Nick Knight.

Virgin Media: Dog-Training Tips

Virgin Media builds on its sponsorship of ITV’s Britain’s Got Talent with a YouTube channel dedicated to showcasing the talents of its customers.

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More