Cover star for a day

DESCRIPTION

Nivea teamed up with a popular women’s magazine in China as it promoted its Oxygen Power skincare range in the country.

The company created a branded microsite within the website for Rayli magazine where users could customise an e-magazine in which they were the cover star.

After uploading a photo of themselves to be the Rayli Beauty model, they were asked to answer questions to determine the content they would receive in the e-mag.

Advice columns and articles on health and beauty made up the pages within the magazine as Nivea attempted to engage its target audience in a general conversation about oxygen’s role in maintaining a healthy lifestyle.

Bespoke content created for the microsite promoted oxygen-rich foods, exercises that enhance the breathing, outdoor activities and oxygen-enriching spa treatments.

By inviting users to interact with the content, Nivea could ensure its message had the best possible exposure.

As part of the partnership agreement Rayli provided a number of magazine cover templates for users to choose and customise, with each magazine including 10 content pages, six of which could be customised.

After answering questions about their lifestyle the site generated personalised articles with the users’ name and photos included. They were then able to view the finished product and forward it to their friends.

Further interaction with the brand took the form of quizzes in which users could rate their health, a Healthy Living expert’s blog where visitors could have their health-related questions answered, an FAQ page on the product and ways in which consumers could use Nivea Oxygen Power products in order to get the full benefit.

There was also an opportunity to sign up for a weekly Nivea Oxygen lucky-draw to win a product from the range, so collating user-data for the company.

Traffic was driven to the site by display ads and integrated advertorials across a variety of Chinese press and online publications including Rayli, Sohu, Onlylady, MSN and Tianya.
 

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