Nivea uses desktop to reach consumers

by Hayley Pinkerfield, Revolution UK 01-Nov-07

Nivea has launched 'Beauty Is', an integrated on- and offline push delivered by Carat, which uses a desktop application to reach users.

The aim of the push is to drive consumers to a newly updated web site,
www.nivea.co.uk/, which is being pitched as a 'one-stop shop' for
beauty. The refreshed site features news, lifestyle advice, offers,

competitions and video podcasts.

The campaign uses multiple channels including on and off-line
publications, email and advertising. It also introduces Nivea's desktop
application called Ticker. Based on Skinkers information broadcast
technology, Ticker - a downloadable, opted-in application - pushes
interactive content directly to the desktop.

By using desktops as a communication channel, Nivea hopes to reach
consumers without having to open emails or seek out the web site.
Messages sent via the Ticker to the desktop include news, beauty tips,
competitions, video podcasts and questionnaires. The objective of all
messages is to drive consumers back to the Nivea site. The Nivea Ticker
can be downloaded from www.nivea.co.uk/alerts.

"What we needed was a reliable way to drive consumers to our web site,"
said Sarah Taylor, communications manager at Beiersdorf UK (Nivea's
parent company). "We chose Skinkers' technology because of its expertise
in delivering highly visible, interactive messages to the desktop that
are proven to increase web site traffic."