Nivea, the Beiersdorf-owned beauty brand, is launching its first viral push for the brand in the UK to support the launch of its new cellulite product under its core body skincare range.
The campaign, created by TBWALondon, includes a film featuring a 30-strong gospel choir called “The Goodbye Cellulite Choir”. The execution, which will target women of all ages, aims to highlight the benefits of its Goodbye Cellulite product with comical depictions of a choir rejoicing their womanly curves.
The viral will be seeded on across specialist sites Kontraband and Popbitch along with a presence on YouTube, Google Video and MSN Video.
Nivea will also feature profiles, pictures and lyrics on social networking site MySpace.
Carat Media handled media planning for the campaign with DBMpulse responsible for seeding the activity.