This fully integrated initiative would be led by our very own brand ambassador called Rita Hayek, a Middle-Eastern actress who would become NIVEA ANGELSTAR’s beauty and fashion expert.Rita kicked-off the campaign with TV, cinema, online and outdoor advertising encouraging girls to show off their ‘wow’ style and be part of the competition. Girls could participate by uploading a photo of themselves on the NIVEA ANGELSTAR microsite. Working alongside digital media such as Facebook, mobiles were used to create audience dialogue and interaction. Once momentum gathered, five finalists were selected from hundreds of entries by an expert panel and flown to Dubai for a style makeover.We then created a branded web- series around the five makeovers and brought their individual stories to life through online video.

Finally, we took over entire ad breaks on television and aired the winner’s story through a 3 minute short- film (a first in the Middle-East).

The branded web- series attracted 70,000 unique visits to the microsite and 1m+ votes were cast to find our winner and new face of ANGELSTAR.

Within 5 months, the range achieved a 15% share of the market and contributed a 36% growth to the category.NIVEA ANGELSTAR is now the number one selling female deodorant spray in Carrefour hypermarket.

Finally, sales were so overwhelming that ANGELSTAR achieved 116% of its yearly target by August.