Nivea for Men Case Study. 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. Background Award-winning skincare brand Nivea launched a campaign in 2011 to encourage women to buy Nivea For Men products as Christmas gifts for males through their Facebook store.

1. By Dinker Vaid

2. INTRODUCTION
 Nivea is a brand of German Company Beirsdorf.
 Nivea came from a Latin word: Niveum – Snow White.
 In December 1911 Nivea was launched.
 Earlier limited range of product- Nivea cream, milk, soap & sun.
 Extended to a full range of skin care & personal care brand.
 Began advertising in 1912.
 Tagline – “It Starts With You”.

3. CAMPAIGN BACKGROUND
 Campaign was lounged in 2011.
 Raise awareness of Nivea for men products.
 Encourage women.
 Facebook store to the target audience.
- Women aged 25 - 54
 Help drive sales in the run up to Christmas.
 Say media(FETCH WORD OF MOUTH)
 Products could be sent out in specially designed gift wrapping.

4. STRATEGY
 GOAL - Create an engaging online ad.
 FHM Magazines Grooming Award.
 ATTENTION – Not only on quality of product.
- Product range
- Facebook
- Female Demographic

5. SEGMENTING & TARGETING
DEMOGRAPHIC – Product range
for everyone.
Females who wanted their men
to look HANDSOME
Female looking for GIFT for
males for Christmas.
(Women aged 25 – 54)

6. POSITIONING
HIGH QUALIY
PRESTIGE
PRICE
AFFORDABLE
PRICE
LOW QUALITY

7. MARKETING MIX
PRODUCT
Nivea for
men
PLACE
Online
PRICE
6 – 17
pounds
PROMOTION
Facebook

8. SWOT ANALYSES
OPPORTUNITY
 Increase market share
 Entry into mass market
 Men becoming more open to
skin care products
THREATS
 Competitive market rates
 Rival brands
 ROI
STRENGTH
 Leading men skin care
brand in UK
 Strong marketing
campaign
 Research & Development
WEAKNESS
 Product relevance to
target audience

9. NIVEA FOR MEN used this key fact as a way to increase
opportunities for sales.
OVERVIEW
One key aim was to move men from just considering skincare
products to making actual purchases.
It also aimed to sell more male skincare products to women.
Research had indicated that women were often the initial
purchaser of skincare products for men.
Beiersdorf wanted to increase its UK market share for NIVEA FOR
MEN, but also wanted greater market penetration for male
skincare products.

10. Fb was used to go for Experiential markaeting.
communications that bring brand to life and add value to the target
audience. This helps build an emotional connection between the brand and
the consumers.
The brand’s core values are security, trust, closeness and credibility.
These values would be strengthened and expanded on with the re-
launch, to get more men and women to think of NIVEA as first choice
for skincare.
Another objective was to develop the NIVEA FOR MEN brand image.
The NIVEA brand has always stood for good quality products that are
reliable, user-friendly and good value for money.

11. RESULTS
 Say media campaign achieved its GOALS.
 360000+ viewers internationally interacted.
 11000 clicks troughs to Facebook.
 More than 29 million free impression.
 Strong engagement rate of 1.2%, Click to site rate of 3%.
 Window shopping.
 Average time each viewer spent.
- on ad 27.52 seconds
- Industry average 18.6 seconds