Nivea’s Crowd-Sourcing Initiative

Nivea notes that being online has become central to everyday life. Studies show that forgetting a cellphone as stressful as a trip to the dentist, but the rise of digital do-it-all means that even though people are more connected than ever, more and more they are disconnected from real, human interaction. For example, 74% of people would rather text than talk  and 65.5% can't even go to the bathroom without scrolling through social media.

 

Nivea, according to Beiersdorf, stands for caring about people and how they feel in their skin;now more than ever, the world needs meaningful relationships and connections. 

 

That's why the Nivea Co-Lab was created, to enable the very people who use its products to have a say in what Beiersdorf creates.



Beiersdorf Head of Global Digital Activation, Matt Marlow, is convinced that this approach will generate exciting new thinking: “When it comes to creativity, we recognise that good ideas can come from anywhere. So we're reaching outside of our normal approach to creative development and are involving the very communities who use our products to tell us what we should do.”

The result should be technology-based ideas, which aim to bring people together and to enhance their relationships. In exchange, the finalists (1 from each country) will have the opportunity to work with Nivea and one of its global digital agency partners, Cheil Worldwide, and have their work produced and executed globally. This is an opportunity to not only help bring innovative ideas to life but also a valuable experience for participants to be mentored professionally by some of the best minds in the industry, according to the company. The finalists will also receive 10,000 euros and a trip to Nivea HQ in Germany to present their ideas.

 

“For the pilot, we've carefully chosen the countries based on their reputation for creativity and technology, but also countries which are culturally different from each other so we get a broad spectrum of ideas. Based on the positive response we've received so far we're already planning to roll this initiative out across more of our markets,” says Marlow. 

Participants are required to submit their ideas on the Nivea website via a short video (30'' max), Keynote or PPT presentation with a maximum size of 25MB describing their idea irrespective of whether it is an app, a microsite, social media, an experience, a service, wearables or a piece of technology no one has ever seen before. All entries and presentations must be in writing and presented in English. Any other formats that allow to bring creative and tech-fueled ideas to life are also welcomed. Entries close Sept. 4, 2018. For detailed information, terms and conditions, visit: https://www.nivea.co.uk/co-lab