Genius brand Nivea topped L2’s Digital IQ Index: Personal Care | UK, released this week. The 2014 Personal Care report revealed a divide between top performers and others; 76% of Index brands fell in the Average category or below. This year’s study had few Gifted and Genius brands, twelve and two respectively, placing Nivea and the other Genius Aveda as one forward-thinkers in the category.
Nivea owes its high score to enhancing the consumer experience across all devices types and a strong Amazon SEO strategy. Furthermore, it is one of the few brands to use Facebook successfully. It solicits feedback for new product launches with rewards for participants. Just last month, Nivea launched the user-generated, cross-promoted #BringItOn campaign, asking users to share life milestones and adventurous moments with the hashtag.