From URL to IRL: How we added extra glow to NIVEA’s campaign using Social Journeys.

When NIVEA set their sights on making their Rich Nourishing Body Lotion the unsung hero of Australian Fashion Week, we knew exactly how to give their campaign a little extra glow.

Their main goal was to drive awareness among female audiences, and what better way to do that than aligning with one of the biggest fashion and beauty moments of the year – Australian Fashion Week. The ultimate stage to champion a message of self-confidence that starts with hydrated, healthy skin.

Our talented team at Val Morgan Digital created a bespoke ‘getting-ready with NIVEA’ content series, which was leveraged across POPSUGAR’s TikTok and Instagram. From here, we collaborated to take this social content from URL to IRL through our market-first programmatic solution – Social Journeys.It's designed to extend the life of social campaigns by amplifying them across the path-to-purchase of our retail network, driving brand consideration at the exact moment shoppers are ready to spend.

Helen Duguid, Partnerships Director at OMD, commented on the campaign’s success,

"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.”

Intrigued to see how you can take your next social campaign to the great outdoors with Social Journeys? We'd love to chat with you.