Nivea Moments of Closeness. Why it is important for marketers.

I am a big believer, and getting more passionate, about the importance of elevating a brand beyond just its benefits and features. The importance of driving a story, a belief and an attitude for a brand is becoming more and more critical.


The development of and access to technology, matched with the increased regulation of products and claims, has seen products becoming more similar than different. So increasingly, consumers believe that all products will work (and work well). 


So you need to see beyond just the benefits and features of your product. These are more likely to be the "order qualifiers" - rather than the thing that really will drive purchase. They will get you on the consumer's consideration or shopping list - but what will drive her final choice?


Brand belief. Brand story. Brand attitude. Things that your target can relate to, be connected with and build a connection to. These will be very important to them as they reach out to make a final choice.. since they see all products are likely to work, and work well, on a rational level.


I was, therefore, intrigued (and impressed) by the Nivea 100 Years activity that seems to be building and developing into something more emotional and relevant - and not just about them celebrating a 100 years of business.


There is a roving roadshow in the UK that visits large malls and so on, under the banner of "A million moments of closeness". They invite you and the people you are with into a photo booth and take photos of you being close, post them on a screen and onto Facebook - and they then also give you targeted samples and vouchers for the products.


This marries an attitude and image for the brand that is more emotive, with products to close the deal. It was warm and all linked to the story of closeness and family and friends - with skin and touch as the mechanism. Nicely done.


Here are some photos of my experience with the Nivea Closeness Roadshow at Westfield London.

Nivea Moments of Closeness Westfield London

Nivea Moments of Closeness Westfield London

Nivea Moments of Closeness Westfield London

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