Nivea, which is celebrating its 100-year anniversary this year, is launching an integrated marketing promotion under the strapline ‘A million moments of closeness’ in the UK. The new activity comes as part of the broader ‘100 years skincare for life’ campaign, which was kicked off by the Beiersdorf-owned brand to commemorate its centenary—the celebration movement includes the partnership with singer Rihanna, book release as well as a range of activities, which highlight the brand’s rich heritage.

This extension of the campaign, developed for the UK market by Life Agency, was launched on digital, outdoor, press, in-store and mobile platforms to engage women aged 30-54 and encourages them to join the conversation about the brand. For example, the Facebook application and the website invite ladies to explore the ‘Photo Galley,’ ‘The Debate,’ ‘Live Chat’ and ‘Closeness Films’ hubs to name but a few, where they can find more about how the brand is positioned today and share their own opinions on a number of things.

There, users can submit their personal photos under the ‘moments of closeness’ theme to the hub—the more likes they will get, the bigger the photos will be on the virtual wall (the images will be also used for Nivea’s outdoor and press promotions). People also can comment on the ‘closeness’-related posts by Professor Geoff Beattie, head of school and dean of Psychological Sciences at the University of Manchester, or suggest their own topics in ‘The Debate’ section. They are also invited to watch 60-second films, created by students at The London Film Academy—in the spots, they explored the theme of closeness in their own way. Those, who like, share and rate the photos, videos or comments, automatically get a chance to win a range of prizes.

“Changing views of an established brand en masse is tough. Consumers think what they think from years of conditioning. This campaign is about moving into a different arena for Nivea and bringing their brand proposition of ‘Feel Closer’ to Life through every consumer touch-point,” commented David Poole, managing director at Life Agency.