Nivea leverages fan feedback for Style, Uncapped initiative

Kisses are personal, which is why Nivea is letting consumers customize their own lip care caps.

Company
Nivea

Campaign
Style, Uncapped

Agency mix
Aegis Media (media buying); PMK-BNC (PR); Rosetta (digital); MXM (social media)

In-house team
Beiersdorf: Evan Eckman, VP, marketing; Leslie Kickham, senior manager, PR and events;  Kimberly Konstant, senior manager, digital strategy; Ellen Finn, senior director, marketing communications; Zvi Cole, media manager. Nivea: Carole Rissmann, senior director of marketing; Scott Perillo, senior brand manager; Melissa Sullivan, marketing assistant

Budget
$500,000 to $750,000

Kisses are personal, which is why Nivea is letting consumers customize their own lip care caps. Last summer, the Beiersdorf brand launched a Facebook contest called Kiss of Style, asking consumers to create their own lip care caps and compete for a chance to see their designs sold in stores.

The competition, which received more than 10,000 entries, was so popular that Nivea decided to build on the concept and incorporate consumer feedback.

“We had a lot of customers saying, ‘It's great to design the cap, but the best would be if I could buy it because I designed it,'” says Carole Rissmann, senior director of marketing for Nivea North America.

This year, Style, Uncapped, which launched in June, allows consumers to design their own caps and buy them online.

Rosetta, Nivea's digital agency, designed an interactive website – StyleUncapped.com – for the effort, where consumers can choose from 400 symbols and patterns, 200 of which are new, as well as 12 design themes and a wide range of colors.

The site allows users to design the cap on a digital canvas, and then share designs on social platforms and the website's gallery.

“PR plays a big role in the effort and has since the early stages,” adds Rissmann.

PMK-BNC, Nivea's PR AOR, formed a partnership with fashion designer Rebecca Minkoff, who created her own cap for the effort. The brand invited publications to an event in New York in June to generate buzz, and garnered coverage in outlets such as Allure.com, OK! Weekly, VanityFair.com, and Star.

Throughout the summer, the brand will offer giveaways to consumers, and will continue to engage media and bloggers.

This fall, Nivea will hold an event after Minkoff's Fashion Week show to introduce the new fall and winter caps.

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