A promo platform for NIVEA brand

Customer

Beiersdorf (Nivea brand).

Timeframe

December 2, 2013-February 23, 2014.

Challenge

To develop an online platform for the “Create Your Own NIVEA Lip Balm Design” competition.

Work

Development of the mechanics of the competition; design, artwork, HTML coding, programming, flash programming, copywriting, moderation, support, and distribution of awards.

SOLUTION

We adapted the international online NIVEA design instrument to the vKontakte app in order to enable users to create their own designs of lip balm caps using a special tool: to choose one of the available flavors, cap color, and use design elements. The broad variety of elements — from abstract shapes to spotty giraffes — helped users to develop their own unique designs.
All of the user designs were moved to the Gallery and put to an open vote for vKontakte users. The Top-3 users with the most votes received sets of lip balms with their individual designs. Also up for grabs every week was a stylish smartphone — winners were named by the panel of judges.
We moderated numerous exciting and attractive designs by users for three months on a daily basis. We answered lots of questions and when the competition concluded, it was our great pleasure to send prizes to the winners.

RESULTS

more than 30% of the users

who installed the app participated in the competition.

two designs on average

each participant uploaded

9 minutes

viewing time

9 pages

visit depth

15%

bounce rate

more than 100,000

voters

Creative Team

design by Oleg Labunsky, Nadya Makeyeva

programming by Dima Budnitsky

Technical Director Oleg Ghubin

сopywriting Pasha Fomin

Project Manager — Tanya Nareyko

Client Manager — Lera Kukharenko