Nivea exploits the potential of a full-screen takeover to create a perfect product showcase environment and encourage use of the Facebook store built for its male consumer audience
Creator Influencer Strategy Master Class - Corinne Rose Guirgis
Nivea for men case study solution
1.
2. ROADMAP
•Nivea exploits the potential of a full-
screen takeover to create a perfect
product showcase environment and
encourage use of the Facebook store
built for its male consumer audience.
4. ABOUT NIVEA
1911
NIVEA Creme
1980
NIVEA FOR MEN
1993
Male Skincare
Products
2011
100th
anniversary of
NIVEA Creme
World's most
modern skin
research centres
14 Product
Ranges
7. WEAKNESS
1. Low inventory
turnover.
2. Weak distribution outlet.
OPPURTINITY
1. Increase in sales of
male skin care
products.
2. Change in social
attitudes.
S
W
O
T
STRENGTH
1.LEADING MALE FACIAL
SKINCARE
2.SOUND FINANCIAL BASE.
3.SKILLED RESEARCHER &
MARKETING STAFF
THREATS
1. Consumers became more
switchable.
2. Risk of competitors
12. Women Men
AGE 18-25 26-32 33 & above 18-25 26-32 33 & above
INCOME Low Medium High Low Medium High
LIFESTYLE Medium High High Medium High High
PRICE
SENSITIVITY
High Medium Low High Medium Low
SEGMENTATION
13. WHAT WAS THE MARKETING
STARTEGY OF NIVEA?
DIFFERENTIATED
MARKETING
18. CUSTOMER
•WOMEN WHO
BUY FOR MEN OR
•ADVISE THEM
WHAT TO BUY
CONSUMER
•MEN WHO
WANT TO LOOK
CONFIDENT ,
GROOMED AND
ARE SKIN
CONSCIOUS
19. CAMPAIGN OBJECTIVES
•ENGAGING ONLINE AD BUILT AROUND THE NIVEA FOR
MEN ADVERTISING CAMPAIGN BASED ON THE BRAND
WINNING FHM MAGAZINE’S GROOMING AWARD FOR
BEST PRODUCT IN 2011 FOR THE EIGHTH YEAR IN A
ROW.
• TO RAISE AWARENESS ABOUT THEIR FACEBOOK STORE
• ATTRACT WOMEN CHRISTMAS SHOPPERS
•BE A PART OF THE REALTIONSHIP
• FETCH WORD OF MOUTH
•INCREASE MARKET SHARE OF NIVEA FOR MEN
20. Place your screenshot here
Ad Frames :
A re-engineered platform
gives advertisers a better
creative canvas to deliver
richer ads that immerse
consumers in a full brand
experience without even
leaving the webpage.
21. •Full-screen takeover ads drive
higher brand recall, likeability,
social shares and
endorsements.
•Likely to be shared on social
channels and recognition than
other forms of digital
advertising.
• It provide ample space for
numerous point of interaction.
Full-Screen Takeover Concepts
24. 64%
Felt more positive about NIVEA
86%They would buy a gift from NIVEA’s Facebook page again
73%
Share NIVEA Wrapped In Friendship with friends on Facebook
26. In just less than 2 weeks leading up to Christmas
IMPACT
3,60,000+
Engagements
Almost 11,000 click-
throughs to Facebook
Equivalent to a tremendous
retail footfall
Ad Frames display unit
yielded 29 millions+
free impressions
Engagement
rate of 1.2%
Click-to-site rate of
3%
3 times the industry
average
Average time a viewer spent
with the ad 27.52 seconds
compared to the industry
average of 18.6 seconds