Launched in 2010 under the guise of a non-branded initiative, the project soon gained massive reach and became breaking news on local TV. To continue the initiative in 2011, we needed to invent something new and unconventional. Thus, to introduce 4 new NIVEA shower gels and improve customer loyalty towards NIVEA in the Shower Gels Category. The Shower Community launched the first-ever social karaoke experience.
The Building Blocks
-
SocialFacebook
-
VideoYouTube
The Votes
The Details
- Agency
- Brand
- NIVEA
- Targeted Regions
-
- Europe
- Marketing Objective
- Launch Date
- Oct. 31, 2011
The Team
- ISD Group isd-group.com/
- Victor Shkurba, Creative Director
- Alexander Savin, Technical Director
- Alexander Yaroshenia, Designer
- Elena Bazulina, Designer
- Natalia Tachinskaya, Designer
- Egor Tatarenko, Editing Director
- Andrei Sergeev, Developer, Programmer
- Ilja Gladko, Animation Artist, Programmer
- Timur Sayfetdinov, Animation Artist
- Artem Ponomarenko, Programmer
- Alina Revenko, Author of the idea and Songwriter
- Ivan Siyak, Copywriter
- Nina Dmitrieva, Copywriter
- Anna Kashcheeva, Copywriter
- Anna Kumaritova, Account Manager
- Nika Belskaya, Account Manager
- Ksenia Riabaya, Media Manager
- Phil Lee, Director of photography, Cameraman
- Nathin Art Butler, Stage Manager
- Ola Litkova, Producer
- Michael Brent, Make-up Artist
- White House Music Media Group, Inc. open-studio.com.ua
- Alexandra Bordachenko, Model
- Pavel Lenchenko www.facebook.com/playonemusic
- Natalia Zhizhchenko www.facebook.com/NataTomata
The Stats
- 9000 songs sung
- 225K unique visitors
- 7 days spent in shower
The Results
Innovative mechanics, perfect video production, simple navigation all helped this site to become the most noticeable project in Ukraine. During the campaign flow we’ve reached 225,000 unique visitors and impelled 15,067 karaoke records. The average time spent on site made up more than 2 min. The site didn’t just improved the brands likeability in Ukraine which we measured using Implicit Association Test tools, but also increased non-NIVEA user buying intention by 22%. As many other innovative projects this one proved that only unconventional advertising is effective in the Internet.
