Nivea Campaign Case Study, Digital Markwting

2. A German personal care brand, that specializes in skin- and body-
care brand that is owned by the Hamburg based
company Beiersdorf Global AG
NIVEAHISTORY
In 1930 –Production of such products as tanning oils, shaving
creams, shampoo and facial cleanser and toners.
Available over 200 countries
Core Values: Security, Trust, closeness and credibility

3. NIVEA LOGO’S

4. 1980:After
Shave
1986:Full
range of men
products
1993:Sensetive
line for
men(Skin
irritation)
1998: Phili shave
Cool Skin
electric razor
with Nivea
moisturizer
1999:Q 10
formulation in
face and eye
cream
2000-2003: Face
scrubs, facemask,
Fresh toner and oil
control
2005: 3Product
line-Normal ,
Sensitive and
Fresh
2008: New
Product
Launch lip Care
NIVEA MEN’S PRODUCTS

5. To encourage women to buy Nivea For Men products as
Christmas gifts for males through their Facebook store
The real novelty was that the products could be sent out in specially
designed giftwrapping that incorporated images of the recipient and
sender, taken from the sender’s Facebook account
NIVEA Men Campaign

6. To raise awareness of Nivea For Men products and the Facebook
store to the required target audience (women, aged 25 to 54), and
help drive sales in the run up to Christmas.
Consumers can use the app to buy and send a friend a Nivea gift set,
which will be wrapped in personalised wrapping paper featuring
photos they have both been tagged in on Facebook.
The free wrapping paper will also include comments they have
made on each other's Facebook walls in a strategy that aims to
conjure up thoughts the friends have shared and memories of the
fun times had together.

8. The ad unit delivered over 100% of contracted engagements (360,000+)
11,000 click-through to Facebook.
More than 29 million free impressions.
Result in a strong engagement rate (number of engagements as a percentage of
impressions) of 1.2%
Click-to-site rate (number of click-through as a percentage of engagements) of 3%
Particularly impressive was the average time each viewer spent with the ad, which stood at 27.52
seconds in comparison to the industry average of 18.6 seconds.
Ads Impression

9. STARS
Marketgrowthrate
HIGH
LOW
HIGH LOW
RELATIVEMARKETSHARE

11. Strengths:-
1. Nivea globally is the brand that has its
presence in more than 50 countries and
have around 20 product categories
2. Nivea has huge brand recall and equity.
3. Very strong distribution network
4. The packs ‘Blue and White’ color as its
brand element.
SWOTanalysis
Threats :-
- Lack of brand preference within males
- Rebranding of competition from Proctor
& Gamble
Weaknesses:-
1. Nivea cream is perceived as a winter cream
because of its thickness and oily consistency. This
restricts the sale of Nivea skin cream in summer.
2. Intense competition in skincare segment
3.Lack of packaging differentiation between women
products (blue and white) and male products (blue
and silver)
Opportunities:-
- Males in general are starting to gain the
habit of caring about their appearance