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Nivea turns to TenTenTen for global digital marketing project

This is a rare case of an Indian digital outfit being signed on by a global entity for a project entirely targeted at an international audience

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Nivea turns to TenTenTen for global digital marketing project

Nivea turns to TenTenTen for global digital marketing project

This is a rare case of an Indian digital outfit being signed on by a global entity for a project entirely targeted at an international audience

BestMediaInfo Bureau | Delhi | May 16, 2014

ten-ten-tenBeiersdorf AG, the Hamburg-based makers of brand Nivea, has hired Bangalore-based digital marketing enterprise, TenTenTen, to come up with ideas for a digital property for the skin cream brand 'Nivea Soft'. This is a rare case of an Indian digital outfit being signed on by a global entity and that too for a project entirely targeted at an international audience. What makes the engagement even more unique is the fact that TenTenTen is being compensated for 'ideation', a rarity in the Indian advertising world.

Ramesh Srivats, Ramesh Srivats,

Speaking about the project, Ramesh Srivats, Co-founder, TenTenTen, said, “I have been in this industry for over 20 years now and still haven't come across too many instances of Indian agencies being hired for international projects by global brands. Also, while a lot is said about 'monetizing ideation', this is a rare instance of an agency being compensated just for ideation. We are excited about the project and consider it as a recognition of our ability to ideate and create large digital properties that help brands connect with their customers through 'actions' instead of 'talk'.”

As part of the project, TenTenTen will present ideas for a sustainable digital platform for Nivea Soft. The objective is to forge a deep brand and product-level connect with its young audience who spend a large part of their day online. Therafter, TenTenTen will implement the shortlisted idea and manage the digital property. TenTenTen will be compensated for implementation and management separately depending on the scale of the shortlisted idea.

The global marketing team of Nivea zeroed in on TenTenTen based on the work that TenTenTen had done for them previously in India. Srivats and the team had created and executed very successful digital properties for Nivea India, with the Nivea Armprints Facebook campaign being the highlight. The campaign was a huge hit with over a million views and about half a million branded temporary tattoos shipped to nearly one lakh users. Nivea was inspired to build on this success by taking the armprints campaign to TV with a TVC starring Anushka Sharma. This was probably the first such instance in the Indian advertising and digital industry where a digital campaign led to a  large mass media campaign.

TenTenTen was established in April 2011 to build digital properties that exponentially increase a brand's engagement with its customers. These properties deploy insights on social media habits and interests of consumers to create highly engaging platforms for a brand's audience. TenTenTen is built on the keystone that brands cannot push 'messages' to their audience anymore, but instead have to engage through 'actions' with them.

Some of the successful digital properties developed by TenTenTen are the IPL Fantasy League and Nivea 'Walk the Ramp'.

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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