When Nivea wanted to promote its Oxygen Power skin-care range of products in China it teamed with women's magazine Rayli and let readers create their own bespoke e-magazine.
Anyone who logged onto the Rayli website could visit a Nivea-branded microsite and from there upload a photograph of themselves that would be used as the cover image for their magazine.
By asking users questions about their lifestyle and health choices, the website could then generate relevant content for each reader's one-off magazine.
The microsite also focused on oxygen as a health benefit by promoting oxygen-rich foods, exercises that enhance breathing, outdoor activities and oxygen-enriching spa treatments.
Traffic was driven to the site by display ads and integrated advertorials across a variety of Chinese press and online publications.
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