With the digital extension of the campaign for
the new NIVEA hair care and styling range the next step was practical
implementation: in order to get the right understanding about target groups and
the language of the channels we discussed and developed ideas and topics with
DominoKati, Snukieful and KindOfRosy in two inspiring workshops. The three
influencers actively participated in the campaign designs and brought a lot of
inspiration. In this way numerous ideas for getting our target groups actively
involved in the campaign emerged. We also rejected some approaches and elements
of the campaigns because of their feedback in order to optimally adapt the
content for the respective channel.
Naturally, this kind of collaboration takes a
lot of effort. It is often divided into small sections and is complex requiring
flexibility and agility from all those involved. That’s why the conception, project
management and part of creation was first mapped out in an in-house agency
setup. There was support from a cross-functional team consisting of Content,
Media and Influencer Relations Management. The project was managed by local
Brand and Campaign Management represented by my colleagues, Jan Lisiecki and
Andrea Rohé.