Case Study: NIVEA achieves brand awareness and engagement with Lamar Advertising Company

Nivea - Customer Case Study

NIVEA, a challenger brand in a commodity category, needed a way to stand out from the competition and turn its product benefit into something emotionally meaningful. Lamar Advertising Company helped NIVEA use out-of-home advertising and social media to build a unique New Year’s Eve campaign in Times Square that would boost brand awareness and preference.

Lamar Advertising Company created NIVEA’s fully connected “Kissing Booth” experience, featuring three synced Times Square spectaculars, a live Facebook feed, and a branded engagement zone where consumers could share “Kiss of a Lifetime” photos. The campaign reached more than 5,000 people directly and nearly 500,000 indirectly via Facebook, generated 5,100 booth visits, 1,700 photo uploads from outside Times Square, and 4,690 photos displayed on the spectaculars, with 485,000 Facebook impressions overall.

NIVEA