NIVEA Black&White Fresh campaign is a project of introducing a new line of well-known Black&White deodorants with a new, modern design and a refreshing scent. An ideal blend of fashion, collaboration with well-known fashion bloggers, influencers and fashion designer has won social networks and has shown that talking about deodorants does not have to be "boring."
The task of the agency was to create and carry out a campaign that will link the new line of deodorants to fashion and present it to its target audiences (consumers, media, bloggers, influencers) using PR tools, digital channels, social networks and influencer marketing.
The campaign was created under the slogan "Refresh your style" and was divided into several stages. The first phase included placements of press releases with a premium press kit, collaboration with the designer Martina Tutić (LuLu Couture) and collaboration with bloggers through an Instagram photo contest. The first stage ended with a mini fashion gathering at the LuLu Couture concept store where bloggers and winners of the contest chose their black and white outfits. The second phase involved co-operation with influencers and placement of a lifestyle text on the subject of spring fashion trends. Through posts on their social networks, influencers invited girls to join the contest with their worst fashion outfit they would like to forget. The final phase was marked by the cooperation with Modni kolektiv and placement of a lifestyle text on the subject of green fashion details. Modni kolektiv is an innovative concept in the fashion world that works on the principle of borrowing clothes and fashion accessories. In collaboration with them a fashion workshop was held for girls who won the prize winning competition through their Facebook page. All phases were accompanied by activities and activations on a specially designed microsite on Nivea's website that was tailored for the campaign.
More than 20 articles have been published in leading lifestyle and fashion media, a total of 36 posts have been posted on bloggers' and influencers' social networks, reach of 1.5 million fans was achieved, 3 blog posts have been published, more than 200 consumers participated in two photo prize winning contests. More than 25,000 microsite views were made and 5,000 mini products were distributed.