Digital Strategy For Nivea Cosmetics
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Introducing the digital strategy for Nivea Skincare. A detailed campaign with the objective to increase Nivea's market share and build brand loyalty amongst consumers within the skincare and cosmetics market.
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Digital Strategy For Nivea Cosmetics
- 1. DIGITAL STRATEGY By: Antonnette Smith
- 2. GOALS OF THE CAMPAIGN 1. Grow online presence 2. Build relationships with consumers 3. Expand social media communication 4. Introduce cosmetic market to Nivea’s skincare 5. Maintain a large share of the cosmetics market 6. Increase sales by 10% 7. Increase Nivea site traffic by 20%
- 3. TARGET AUDIENCE Nivea’s target market is young professional women, who seek innovative high quality skincare products. Nivea aims to expand it’s online presence and followership to increase brand loyalty in a highly competitive market.
- 4. BIG IDEA - ONE STOP SHOP The One Stop Shop online campaign showcases an easy 3-step skincare process using it’s most innovative products. – Simplicity – Ease of use – Effectiveness – Innovative
- 5. NO MUSS NO FUSS An additional video clip that will showcase everyday consumers demonstrating how effective the simple 3-step skincare process is for all types of busy lifestyles.
- 6. MARKETING TACTICS • Increase online presence through use of Digital Marketing tactics – Search Results • ‘Easy Skincare’ ‘Nivea One Stop Shop’ ‘Nivea No Muss No Fuss’ – Google Adwords Campaign • ‘Nivea Skincare’ ‘Nivea One Stop Shop’ – SEO to find content properly
- 7. GOOGLE ADWORDS CAMPAIGN Campaign Examples: – The One Stop Shop for all your Skincare needs! – Buy one get one when purchasing all 3 skincare steps. – Available now on-line at Nivea.com and in select stores.
- 8. Key Performance Indicators • Revenue from the 3-step skincare process bought online and in store • Indicating how effective the campaign is on convincing consumers to use Nivea exclusively for their skincare needs.
- 9. BUDGET & EVALUATION • Budget allowance: – 12% of sales – $20,000 • Evaluating the campaign – Google Analytics – Facebook Analytics – Nivea website traffic – Skincare sales
- 10. CAMPAIGN CONCLUSION The One Stop Shop campaign is an opportunity to: – Increase Nivea’s share of the skincare & cosmetics market. – Provide consumers with high quality, innovative skincare tailored to fit their busy lives that provide successful results.
Notes de l'éditeur
- Introducing the digital strategy for Nivea Skincare. With more then 125 years of experience in skincare, Nivea is one of the leading international skincare companies with one of the world’s most modern research centers, offering innovating, compelling, high-quality cosmetic products.
- The goals of the campaign: 1. Increase Nivea skincare’s online presence. 2. Build a close relationship with Nivea’s consumers to secure brand loyality 3. Expand communication through social media to inform Nivea’s consumers of new product innovations. 4. Introduce more of the skincare market to Nivea products. 5. Use the analysis of important online metrics to maintain a large share in the cosmetics online presence. 6. Utilize the objectives above to Increase sales by 10% in the next quarter 7. Increase Nivea’s website traffic by 20%
- Currently, the majority of the skincare market is made up of young women ranging from ages 18-35. Thus, the target market for Nivea is young professional women, who seek innovative, superior skincare products. Nivea wants to expand it’s online presence and followership to increase brand loyalty among consumers of this age group amongst the highly competitive cosmetics and skincare market.
- Due to Nivea’s target market using the internet for most of their shopping, information seeking, and communication, the One Stop Shop campaign will be an online campaign featuring consumer’s using the 3-step skincare routine. The strategy is to communicate to consumers the benefits of choosing the superior quality innovative brand, Nivea, to meet their needs for effective, easy to use, innovative skincare; ultimately increasing brand preference and loyalty amongst consumers.
- For young professionals, the best way to reach and communicate with them effectively is through an established online presence. To further communicate the benefits of using Nivea exclusively to these consumers, the use of an additional video clip will be highly significant l in expanding the campaigns reach. Introducing, No Muss No Fuss. An additional video clip that will showcase everyday consumers demonstrating the use of the simple 3-step Nivea skincare process successfully in their busy chaotic lives. A multimedia approach will use various digital avenues, to ultimately lead back to Nivea’s website and increase sales.
- The campaign will use digital marketing to increase its online presence to ultimately increase its reach amongst the skincare market. It will make use of all search results, using popular keywords such as ‘Easy skincare’ ‘Best Skincare’ ‘Nivea One Stop Shop’ and ‘Nivea No Muss No Fuss’. Google AdWords Campaigns using keywords ‘Nivea Skincare’ ‘Nivea One Stop Shop’ will be used. The campaign will also use SEO to place it’s content so that it is found properly.
- A Google Adwords campaign will be used to attract consumers and lead new consumers to the Nivea website. The Google AdWords campaign would read: -The One Stop Shop for all your Skincare needs! (Including appealing visuals) - Buy one get one when purchasing all 3 skincare steps -Available now on-line at Nivea.com and in select store
- The campaigns Key Performance Indicator is the percentage of revenue that comes from the 3-step skincare process bought online and in-store. This factor will indicate how effective the campaign has been on convincing the young women of skincare consumers that Nivea is the only brand they need to meet their skincare needs. This campaign is aiming at an increase in website traffic, increase in online purchases of skincare, and improved search engine rankings within 3 months of introduction. The campaign will promote products of skincare range: cleansers, toners, and moisturizers. Only individually effectiveness
- Nivea will use 12% of it’s sales to use on the campaign amounting to approximately $20,000 Google Analytics, Facebook Analytic, Nivea site traffic, and sales increases due to Nivea skincare, will be used to measure whether the campaign was successful in meeting its goals.
- The one stop shop campaign is an opportunity for Nivea to increase it’s share in a highly competitive market by providing consumers that are being overwhelmed with numerous brands and products, with innovative high quality skincare tailored to fit their busy lives and provide results above their expectations.