A crisis is an unwanted event that can occur in any area of life, whether personal or business. A crisis can lead to complete failure or it can pose as a great opportunity, depending on the response of a company. Most companies experience a crisis due to internal and external factors, but there are companies that end up under the scrutiny of the public due to one bad move, and that is when a crisis occurs. One such example is analysed in this graduation thesis. Nivea is one of the most famous and influential cosmetics brands in the world. Its crisis on social networks arose because of its campaign for micellar water under the slogan "Wipes away everything but the tears" preceding the 2022 FIFA World Cup in Qatar. The case study is analysed in detail in the final part of the thesis, as is the survey. The survey comprised 18 questions about the Nivea campaign. It was uploaded on social networks and accessed by 123 respondents. The results of the survey showed that the respondents are mostly football fans who follow the games and who were disappointed with the campaign. It is also important to note that Nivea took the right steps to remedy the situation and followed all the actions used in crisis prevention in order to avoid adverse consequences. Crisis communication and communication on social networks during the crisis are major tools for avoiding the majority of consequences that would be able to lead the company to its destruction. That is why every company should set up a high-quality crisis communication team and develop a crisis communication plan in times of crisis both on and off social networks.