Sunkiss & Tell

We wanted to launch NIVEA Sunkissed Skin with a campaign that created more hype and awareness than our budget would traditionally allow. So, rather than pay for media, we recruited real people to market and publicise the product. We know from our research that women believe recommendations from friends and family more than that of brands or media. Auditions were held to find the right candidates with extraordinary brand and marketing knowledge. 4 pairs of women competed to win £20,000 based on the coverage they achieved in 6 weeks. Tactics ranged from celebrity events to viral films and from blagging their way onto radio shows to shopping centre dance classes, we achieved £213,000 worth of media coverage against a spend of £50,000.