Highlight Agency and NIVEA are putting skin care in the center of attention at Winterkiss by Kiss FM

Under the headline „Echipează-ți pielea cu NIVEA” (“Equip your skin with NIVEA”), Highlight Agency and NIVEA were present on the most important slopes in Romania with unique and exciting activations, as well as with NIVEA Crème products, to protect and care for the skin of those who practice winter sports.

Just as we equip ourselves for the ski slope (overalls, boots, helmet) or simply for other outdoor activities, it is important not to forget to “equip” our skin for the cold season – a context in which NIVEA can easily intervene to protect us and keep our skin healthy. Which it does.

For seven weeks, six ski slopes (Sinaia, Straja, Rânca, Transalpina, Păltiniș and Poiana Brașov) were the “field” of interaction, fun and education, created by Highlight Agency for NIVEA. The campaign benefited from OOH communication, activations within the Winterkiss show from KISS FM, campaign with influencers, all centered around the NIVEA Crème and NIVEA Sun Alpin products.

“The WinterKiss project was fixed on our style: with unique activations of the Highlight brand, with cool music by Kiss FM and most importantly, with the skin equipped for winter and cared for with NIVEA Crème. As always, we make a perfect team with Highlight and it’s a pleasure to work together and see what our skin can do every step of the way” said Andreea Anghel – NIVEA Brand Manager.
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NIVEA fans and more could choose from four types of activations, such as: shooting a basketball, maintaining balance, curling or the QR quiz. The QR code could be scanned from the sticker on the NIVEA branded kegs displayed in the locations. The activations were added to the sampling given to the people in the proximity of the set-up and to the access queues.

“We gladly accepted NIVEA’s challenge to create a campaign that brings such a generous, but also serious topic, such as skin health, into the public eye. We think we succeeded this time as well to come up with the concept, strategy and execution that will make a difference and attract the right attention to the brand. During the events, we noticed a strong connection between consumers and the brand. We managed to create a good vibe, effervescent, full of energy, which highlighted the image of the NIVEA Crème product,” said Floriana Filip – Senior Account Manager Highlight Agency.

To increase visibility, the influencer marketing campaign coordinated by Highlight PR was also added, which managed to bring more charisma through the carefully chosen mix of content creators and winter sports enthusiasts. Equipped with NIVEA Crème and ready for adventures on the slopes, the content creators delivered the essential message of winter skin care in an authentic and engaging way. From hands-on demonstrations of the correct use of NIVEA Crème in extreme winter conditions to interaction with activations on the slopes, the influencers inspired and educated the audience on the importance of skin protection, whatever the season.

The 10 personalities involved in the project achieved a remarkable presence on social media platforms, generating a significant impact with over 10 million views on TikTok. Through them, the vibe of the campaign developed by NIVEA – Highlight Agency was also transmitted online, thus expanding the message and connecting the brand with an increased and engaged audience.