Tuesday, November 6, 2012

Nivea finds social gains

The Dachis Group has analyzed three well-known brands – Nivea, LG and Dreamworks - to show why they are faring better in the social space this week.

Here is a glimpse at the top twenty brands on the Social Business Index, a real-time ranking of more than 30,000 global brands based on their performance in the social space, to see how the biggest brands in social are faring.

Nivea is asking fans to share their touching love stories in return for the chance to win a trip for two to Times Square for New Year’s Eve. News of the annual contest - dubbed #KissoftheYear - broke last week as the brand ramped up their Facebook page and a Twitter hashtag to promote the campaign. On Facebook alone, there were over 5,000 fan engagements (likes, comments, shares) across just four brand posts. 

The contest takes place in a custom Facebook app and with over 1,000 entries so far, it seems that fans are eager to open up their mouths hearts and share their mushiest of love stories. It may feel a little early to be talking about New Years, but if Nivea can continue to drive buzz around the contest they can expect to experience two things:
  1. a considerable increase in new fans who want in on the promo
  2. a continued outpouring of brand love from their existing fanbase
This is exceptional given that many of the brand campaigns we see on Facebook are designed to achieve either scale or engagement, but it seems this one may have the legs to do both.

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