When NIVEA wanted to push their generic gift sets as Christmas presents for loved ones, it seemed at odds with their brand message of Feel Closer. So we set about finding a way to make them feel more personal. With the added complication that we couldn’t affect the gift sets themselves.
Part social campaign, part NPD, part e-commerce store, Wrapped in Friendship was a great example of using technology to deliver a more personal brand experience. Hosted on Facebook, it allowed you to buy a NIVEA gift set for a friend and then created a unique sheet of wrapping paper using your shared photos and comments. When you bought the gift pack from our campaign Facebook shop, you received a individually printed sheet of your unique paper boxed up along with it.