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 four 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.

Launch the campaign
Published
November 2012
Topics

The Story

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 four 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.

We’ve created the first-ever social karaoke, where voices of users from all around the country were mixed randomly in whimsical duets. Thus, due to specially developed technology, every hundred voices could turn into 9,900 duos. To ensure that people enjoyed the branded music videos whose lyrics were intertwined with references to NIVEA, we invited members of Ukrainian music band to star in our four video stories. These stories show how easily a shower gel and calming bath can help to switch your mood. Just as easily as music does.

The Technology

  •  

    Social

    Facebook

  •  

    Video

    YouTube

The Results

Innovative mechanics, perfect video production and 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, who generated 15,067 karaoke records. The average time spent on site was more than two minutes. 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 with other innovative projects, this one proved that only unconventional advertising is effective in the digital world.

9000

songs sung

225K

unique visitors

7

days spent in shower

Launch Date Oct. 31, 2011