Clever Lips

This campaign builds on the insight that young women love to talk about beauty products and are heavily influenced by their peers in discovering new things. The campaign was devised to excite this audience and reach them in their world to drive word of mouth and peer conversation. We challenged consumers to create their own radio ad for NIVEA Lip, which would then become recorded and broadcast, for the chance to win up to £5,000. We had 70,301 unique visits, 50% of whom went on to vote, plus 50% conversion to trial via a request for sample mechanic. The winners ad was aired on Capital FM adding a significant boost to the original media spend.