How Nivea Designed its Mega Pop-Up, Plus the Rihanna Connection

Posted on by Chief Marketer Staff

Nivea just wrapped a weeklong pop-up event in Vanderbilt Hall in New York’s Grand Central Station. The execution was vast, bold and organized to attract attention and pull in as many busy commuters rushing by as possible. Numerous stations were set up so people could home in on what was truly of interest to them whether that meant lip care or men’s shower products. Data collection was high on the list as a means to ferret out quality leads and begin a relationship.

The event, called the Nivea House, was part of the brand’s 100th birthday celebration which began in May. Six main stations were set up in the hall where samples were distributed, according to Nivea Brand Director Kevin Keating.

1. The 100-year Skin Care Lounge A place for people to get hand massages with Nivea lotion products and fan up on the brand’s Facebook page where they can enter a sweepstakes. This station is the center of the hub.

2. Cream 101 Station This stop offered commuters lessons on the nuts and bolts of the ingredients found in Nivea creams.

3. Turntable Journey This roundtable showed off all of the brand’s different creams as they were developed over the years. Did you know that the first Nivea cream tin was yellow? It wasn’t until 10 or 15 years later that the signature blue and white packaging debuted.

4. Skin Education This station was staffed with dermatologists and skincare ambassadors who offered skin hydration tests to determine visitor’s skin types and to make recommendations on products would be most effective for them to use.

5. Nivea Rihanna Corner This station played up the brand’s extensive sponsorship of Rihanna, her tour and other events. Here people could experience a bit of her recent concerts and take photos with a Rihanna likeness, then go to Facebook and download it to share with friends.

6. Innovation Station This station housed all of the brand’s new products, including lotions and body washes.

7. The Skin Care Lounge Here commuters could register on the Nivea Web site or fan up on Facebook.

“We were getting about 9,000 to 11,000 people per day through the Nivea House, which far exceeded our expectations,” Keating said.

The Rihanna Connection

Rihanna helped kick off the 100th birthday celebration in March in Hamburg, Germany, where Nivea is headquartered. A one-day Blue Boat cruise was the stage to announce the relationship with Rihanna, who sang “California King Bed,” for the group, a song that plays out across advertising and sponsorship events.

From there Nivea traveled with Rihanna’s “Loud” U.S tour sponsoring activities, like giving attendees Rihanna tattoos and samples of Nivea products, along with a photo booth, ticket giveaways and upgrades to seats at the front of the stadium if people registered for a code. The tour ended last month, but Nivea is gearing up to sponsor the European leg of the tour.

“We were able to really leverage Rihanna fans and get them involved in the birthday,” Keating said. “She has over 40 million Facebook fans and has posted about Nivea, which helped us increase our fans by over 400% this year to about 325,000 fans.”

Available now is a new user-generated app where “California King Bed” is dedicated to Nivea.

An in-store sweeps adds another layer, with plenty of P-O-P materials that let consumers know they have a chance to win tickets to meet Rihanna in Prague on Dec. 7 and see her concert. Stickers announcing the sweepstakes appear on about 10 million Nivea products across brand categories.

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