Nivea social media campaign launches alongside London Fashion Week

Nivea has launched a social media campaign just in time for London Fashion Week for its new limited edition range of Nivea Soft moisturiser pots, designed by British fashion legend Giles Deacon.

Nivea is calling for people to share their ‘Outfits Of The Day’ on Twitter and Instagram, using the hashtags #OOTD and #NIVEASOFT. 15 snaps will be selected and opened to the public vote, and the photo with the most votes will win a one to one style consultation with Giles Deacon himself.

“#OOTD is an amazing phenomenon which has developed within the fashion blogging world and captured the imagination of consumers. It’s the perfect fit for Nivea Soft in 2013 – it’s relevant, imaginative and trending in the fashion community,” said Sophie Rock, brand manager for body care at Nivea.

In addition, Nivea representatives will be prowling the streets during fashion week offering samples and taking photos of those with the best outfits. Photos will be shared on the Nivea Facebook page.

Jim Carless, head of client services at Space, the firm behind the campaign, said the brief was “to firmly position NIVEA Soft in the fashion territory”. He said: “We saw London Fashion Week as the perfect environment to do this. Social media and photo sharing is central to our younger consumers’ lifestyle and is an integral part of London Fashion Week.”