NIVEA Campaign Harnesses UGC

NIVEA has updated its ‘Beauty Is…’ mobile site for 2008 in a new campaign that harnesses user-generated content. Users now have new opportunities to interact with the brand by creating wallpapers containing their own definition of beauty. 
The campaign, which aims to establish a stronger emotional connection with women aged 17-35, was conceived and managed by Carat Sponsorship and created by Flix Marketing. The campaign is designed to enable NIVEA to stimulate a discussion about what beauty means to different people. 
Consumers can share their definition of beauty by texting their comments to the shortcode 80231. The comments are then moderated and turned into a NIVEA-branded wallpaper which the consumer is prompted to download from the ‘Beauty Is…’ mobile site. 
The mobile site, which was originally launched in the last quarter of 2007, now offers visitors the ability to create their own personalised wallpapers and download them to their handsets or send on to their friends. Visitors can also upload images defining their idea of beauty, view and comment on other visitors definitions of beauty, download NIVEA wallpapers, request a free NIVEA sample and join the NIVEA club.
The campaign is being supported by a mobile banner campaign on Tesco Mobile. Spreads in press weeklies will also increase the awareness of the campaign and its mobile element.
“Mobile brings online interactivity to the real world and lends traditional media a two way flow of information,” says Flix Marketing’s Nic Gorey. “This campaign is about allowing instant, easy dialogue between consumers who want a voice and a brand who wants to hear that voice.”