From URL to IRL: How we added extra glow to NIVEA’s campaign using Social Journeys.
The objective.
Nivea were looking to drive awareness among female audiences of their Rich Nourishing Body lotion by aligning with Australian Fashion Week.
How we rose to the challenge.
The solution was a group approach, utilising Val Morgan Digital’s POPSUGAR publication to leverage the product on it’s socials, then extended across our retail network screens to drive brand consideration with our programmatic solution, social journeys.
Digital amplification.
Bespoke content shared across POPSUGAR’s social platforms, sharing information on the product and how it fits into a beauty routine.
Programmatic outdoor.
Using a market-first programmatic solution, social journeys, to amplify digital content from POPSUGAR across our retail network, specifically along the path-to-purchase to drive brand consideration.
"Partnering with Val Morgan Digital for Australian Fashion Week allowed NIVEA to connect with our audience in a bold, authentic, and entertaining way. The integration of NIVEA into social moments through the innovative VMO Social Journeys platform helped us reach consumers at each stage of the funnel, from inspiration to point of purchase, driving real results in a memorable format.”
Helen Duguid, Partnerships Director at OMD.
