Singing In The Shower Community
Open the game- Brand
- Nivea
- Year
- 2011
- Objective
- Product Launch
- Industry
- Fashion & Beauty
- Mechanic
- Music & Rhythm
- Platform
- Web
- Agency
- Pavel Lenchenko
- With
- Phil Lee
- With
- ISD Group
- With
- KA.KA.HA
Objective
Nivea's shower gels were stuck in the middle of the funnel in Ukraine: brand awareness stood at 73%, but only 7% of people said they'd actually buy one. Beiersdorf needed to turn that recognition into desire before launching four new gels in the Nivea Times line, and set out to make the brand likeable rather than just familiar.
Solution
Visitors land on a community site built around the idea that everyone sings in the shower, and pick one of four music videos, each scored to a scent from the Nivea Times collection by the band Tomato Jaws. Instead of just watching, they sing along into their microphone, recording their own voice over the track. In the second wave, that recording gets paired with a stranger's: the two voices are mixed into a duet alongside Ukrainian singers, and the finished clip plays back as a joint performance neither person planned. From there, players can stream, download, or set their version as a ringtone and pass it on to friends.
Results
245,000 unique visitors spent an average of two minutes each on the site, together recording more than 9,000 songs, and the campaign's videos drew 251,000 views on YouTube. Paid media around the campaign reached 14 million impressions, with banners running a 0.6% CTR and 9.5% interaction rate. Purchase intent for Nivea shower gel rose 12% among existing users and 22% among people who hadn't tried the brand before.
- 1
The player lands on the project's community page, which frames "singing in the shower" as something open people do to shake off a bad mood, and invites them to join in.
- 2
The player picks one of four songs, each with its own music video; each song carries the mood of a different scent in the Nivea Times shower gel line, so choosing a song is also choosing a product mood.
- 3
The player sings the chosen song into a microphone, recording their voice over the video to karaoke along with the on-screen performance.
- 4
In the project's second wave, singing becomes a duet: the player's voice is mixed with a random other participant's inside the same video, billed as the first "social karaoke."
- 5
The duet partner on screen is not a stranger but the band Tomato Jaws (Nata Zhyzhchenko and Pasha Lenchenko), so the player is effectively singing alongside the artists themselves.
- 6
The session produces a personalized version of the video and track carrying the player's own voice, which can be played back, downloaded, or set as a ringtone.
- 7
Finished recordings circulate beyond the site: the project's Facebook page collects participants' clips and tracks for others to hear, and players can submit their own performance there too.
