Campaign: Face value

Nivea's roadshow brings skincare advice to UK shopping centres.

Nivea
Nivea

What did the campaign involve? Thought up by experiential agency Sledge, Nivea's Face Experts roadshow recreated a spa-like environment in shopping centres across the UK from September to November 2008. Each one incorporated a reception area with the complete range of 43 Nivea Visage products on display, and staff invited women to enter the consultation space where trained experts diagnosed their skin type. Each expert had a stylish chair and table, along with a laptop that they used to take the consumer through the skincare-profiling questions. They also used a specialist lamp to help them examine the women's skin.

Therapists of all ages were chosen to ensure that visitors were seen by someone of their own age range, making the experience as comfortable as possible. Consumers were recommended the most suitable products for their skin type and given a personalised credit card with the names of the products printed on it, along with a goodie bag of samples.

What were its objectives? The campaign aimed to reach a broad audience of women and to communicate to consumers that Nivea Visage is an expert in facial skincare, offering skincare advice as well as a wide variety of products.

How many individuals did it reach? The full-face consultation experience reached more than 10,000 consumers, and a further 75,000 interacted with the shopping centre experience.

Was it part of a broader marketing campaign? The Face Experts roadshow was a standalone campaign. However, during the activity there was also a Face Expert online presence at Nivea's website.

How is the success of the campaign being evaluated? The activity is currently being researched quantitatively to measure the overall perception before and after the event. Initial findings indicate that the campaign succeeded in engaging a wide range of ages. Approximately 25 per cent of women were under the age of 25, while 50 per cent were aged between 25 and 50, and 25 per cent were over the age of 50. Further on-site feedback indicated that visitors received a personalised experience and rated the experience and advice given as 'excellent'.

CONTACT: Sledge, www.sledge.co.uk, (020) 8743 3232.


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