Project / The key objective of the project was to create an engaging launch campaign ­that would bring the product’s functional qualities to life. Carat combined consumer insight with the NIVEA Invisible for Black & White proposition of allowing clothes to last longer. A strategy was developed to link the brand with clothing, specifically timeless black and white outfits to be kept and cherished. This led to an innovative collaboration negotiated by Carat between on-line fashion retailer ASOS and NIVEA that resulted in an on-line exclusive capsule wardrobe of four classic black and white dresses. This provided an appropriate engagement platform for consumers and a link to a credible clothing advocate. A devoted space on ASOS.com was developed for the public to enter a competition to win the collection. A total of 1,000 dresses were given away, supported by a full programme of cross-channel activity that harnessed the complete range of ASOS media assets including magazine, social media, email and newsletters. A permanent icon on the ASOS homepage was negotiated and NIVEA vouchers inserted in ASOS orders of black and white clothing. Independent of the ASOS collaboration, Carat also ran advertorials and a digital, social and e-Consumer Relationship Marketing campaign with the objective of driving people to the site to enter the competition.

Outcome for the client / This ground-breaking campaign was the first time ASOS partnered with a brand to design, create and promote a bespoke collection of clothing. The multi-touchpoint activity resulted in 280,000 page views and 61,000 entries making it the most successful cross-brand competition ASOS has been involved in. This supported an excellent sales performance for the product, giving NIVEA Invisible for Black & White strong market share gains in the months after the launch.