Nivea is bringing its “Touch and Be Touched” campaign to life with Nivea Touches New York, a monthlong promotional event designed to increase brand awareness. The media preview kicks off Wednesday. The next day it’s open to the public.
The company hopes that the sensual message in the “Touch and Be Touched” campaign, which features a man being very affectionate with his scantily clad female partner, will get people talking about the brand. But Nivea didn’t stop there.
In an attempt to understand consumers’ overall perception of the company, Nivea did two years of quantitative consumer research involving 1,000 women and about 10 different focus groups, said Arnisha Hallett-Jones, Nivea’s marketing director.
“We found that they liked us because our products work. Though we were a very functional brand with customers trusting our quality products, we found that there was a lack of emotional connection,” said Hallett-Jones. “We saw this as an opportunity to create something that they could relate to and give consumers an opportunity to interact with the brand in a different way.”
Along with utilizing traditional advertising such as television, print and the Internet, Nivea also chose to hold a promotional event to generate buzz around the brand. Being held at 31 West 19th Street, “Nivea Touches New York” includes an interactive “Nivea Touch Path” exhibit, open from 12 to 7 p.m. Tuesday through Saturday and 12 to 5 p.m. on Sundays, starting Sept. 14 through Oct. 14. Various “touch installations” include a “Touch Path,” where consumers can learn about the importance of touch in their lives through exhibits with artists George Erikson, Peter Cabot, Patti Morris and Johnny Kravlevich on display. Also featured is the “Touch Temple” where consumers can receive complimentary scalp, neck, shoulder and hand massages. “Nivea Skinscapes” will educate consumers about the effects of moisture and sunscreen on the skin, using blown-up images of skin magnified under a microscope. All visitors will be introduced to Nivea’s latest products, receive a complimentary gift bag and have an opportunity to win a spa sweepstakes.
In addition, the company has also established The Loving Touch Fund to support research that helps further the understanding of “the importance of touch,” as well as organizations that encourage all aspects of positive touch. The first donation from the fund will go to the Joe Torre Safe at Home Foundation, a charity designed for abused children that “encourages positive touch and the emotional closeness touch can bring,” said Hallett-Jones.
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Nivea plans to publicize the event through billboards, bus posters and “ad walkers,” who will distribute invites throughout the city. The company is now considering holding similar events in other cities next year; however, that plan is contingent on the success of the New York event. Although company executives wouldn’t comment, industry sources estimate that the event will cost over $1 million to execute in New York alone.
“We wanted to elevate the overall brand awareness and make sure consumers understand what we represent in the scheme of all other brands out in the marketplace,” said Hallett-Jones. “The skin care environment for hand and body products is very ‘problem-solution-focused.’ We wanted to educate consumers on the end benefits they will achieve from using our products. You’ll want to touch — and others will want to touch — your skin.”