Beiersdorf Singapore has appointed Passion Peers to handle its social media duties in a one year contract.

The digital transformation company will have the option to extend the contract following the initial 12 months, and will be working on the personal care company’s successful brands Nivea and Eucerin, as well as handling a campaign for Hansaplast.

Taking part in a two-round pitch with four competing agencies, Passion Peers was said to be chosen for its quick understanding of Beiersdorf Singapore’s goals, offering alternative ideas, and being open regarding the expectations of meeting demands. Likewise the agency’s understanding of digital platforms was also a key factor.

Speaking to Marketing, Beiersdorf’s country manager Sudarshan Singh said, “We would want to build a true connection with our consumers and engage them with meaningful and relevant content. As the social web matures, so do its users, and they will expect and demand authenticity from the brands they trust. Our brands are anchored in care & honesty and we would like to bring this human touch in our messaging. From business perspective we would like to see how our social media efforts are tied to business results.”

Kanika Agarwal, CEO and principal strategy consultant, Passion Peers, continued, “I am quite excited with the trust that big clients are showing in independent start-up agencies and the readiness to take on a holistic approach to marketing. The team is gearing up to bring a social to sales approach with an authentic voice for Beiersdorf brands.”