Beiersdorf to launch new digital campaign for Nivea brand

Beiersdorf has announced the launch of a major new digital marketing campaign aimed at improving consumer engagement with its Nivea brand.

As part of its campaign to mark the 100th anniversary of the skincare range, the company will be introducing web-based content created alongside the media agency Blast Radius to increase awareness of Nivea worldwide.

This will include online promotions, augmented reality applications and exclusive downloads featuring the high-profile musician Rihanna, as well as a redesign of Nivea websites to tie in with the campaign.

Beiersdorf will place the Nivea Creme tin as the centrepiece of the digital marketing concept, in order to highlight its role as part of everyday life.

Ralph Gusko, board member for brands at the company, said: "As online channels are part of our consumers' every day life, we have a strong focus on digital touchpoints."

Mr Gusko was appointed to his current role last month and has been tasked with utilising his international experience to drive the company's brand realignment efforts.