How could a brand make the most of the commercial and advertising frenzy surrounding the New Years countdown in New York’s Times Square? As the official sponsor this year, NIVEA decided to ask consumers to upload a picture of themselves kissing or hugging.

The campaign, called "Nivea XOXO Chain" promised to donate one dollar to the Big Brothers Big Sisters (an American volunteer youth mentoring organization) whenever an additional picture or video was added. In addition, celebrities like Nick Lachey and Vanessa Minnillo were invited to participate. Other PR, digital and TV advertising programs worked jointly to support the campaign. In addition, to promote NIVEA’s personal care products, a range of NIVEA samples were given away to help Time’s Square goers be irresistibly kissable and huggable come midnight.

Unlike other personal care brands which often emphasize medicinal ingredients or all-natural products, NIVEA is positioning their brand differently. Through the XOXO campaign, NIVEA communicates that personal care products not only enhance physical beauty but can contribute to a heightened level of human connection and emotion. This message appears to be both different from competitors as well as relevant to target audiences, which will contribute to the first two pillars of brand equity that build brand strength. Furthermore, through the interaction on social networking sites and the charity component of the campaign, esteem will also be built among consumers.

Did people actually get closer this New Years Eve thanks to NIVEA skin and lip care? It is possible, but in any event it seems this New Years kissing campaign was an effective activity for NIVEA’s brand strategy implementation that will strengthen their brand in America and abroad.