Nivea have launched a quirky social/WoM campaign that incentivizes Xmas shoppers to purchase a Nivea gift pack. By bringing to life friendships, the cosmetics brand have created an additional reason for UK shoppers to buy Nivea over other brands this year.
Via an app on their Facebook page, they are offering personalized wrapping paper starring you and a friend when you buy a Nivea gift pack for Christmas.
The app prompts you to select one of your Facebook friends and then automatically pulls all photographs featuring yourself and your friend (you must both be tagged in the picture) to feature on the wrapping paper.
What’s clever about this app is that Nivea have tapped into emotional friendships and have created a genuine reason for people to buy what could be considered as a relatively stale product by getting creative with technology. Once the gift has been given, the Nivea brand becomes a part of the friendship too.The only thing I’d like to see improved is that the technology is still quite clunky at this stage – the app pulls ALL photos with you and your friend which includes group shots and it can be tedious to manually re-select which photos you want included.
In my opinion this is still great use of technology & WoM principles.