NIVEA is currently running a brand activation campaign in Germany. They work together with the DLRG (German Lifeguard Association) with the main target to collect money for children swimming training.
How does this campaign work?
From 9€ Nivea will donate 1€ for the children swimming training of the DLRG. Every supporter gets a NIVEA-DLRG towel for free.
First the costumer has to buy three NIVEA products worth 9€ or more. Then the costumer sends his recipe to NIVEA and they donate 1€ for the DLRG. Lastly, the costumer gets his own NIVEA-DLRG towel for free.
Why should you do a brand activation campaign like this?
This form of campaign will have lots of benefits. Firstly, the company is still earning money because the costumer has to buy three NIVEA products worth 9€ or more.
Secondly, the donations to the DLRG will improve the company’s image. Lastly, the free branded towel will promote the brand and enhance customers brand awareness and exposure.
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