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

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.

3. snow-white
PARENT COMPANY

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

6. NIVEA
Skin Care
NIVEA
Cream
NIVEA
Body
NIVEA
Hand
NIVEA
Sun
Face Care/ Cosmetics
NIVEA Lip
care
NIVEA
Visage
NIVEA for
Men
NIVEA
Vital
NIVEA
Beaute
Personal Care
NIVEA
Deodorants
NIVEA
healthcare
NIVEA Bath
care
Brand Hierarchy

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

9. STARS
DOGS
QUESTION MARKS
CASH COWS
20%
18%
16%
14%
12%
10%
8%
6%
4%
2%
0%
10% 4% 2% 1.5% 1% .8% .5% .4% .3% .2% .1%
M
A
R
K
E
T
G
R
O
W
T
H
R
A
T
E
RELATIVE MARKET SHARE
B
C
G
M
A
T
R
I
X

10. MARKET PENETRATION
DIVERSIFICATION
MARKET DEVELOPMENT
PRODUCT DEVELOPMENT
EXISTING
NEW
EXISTING NEW
P
R
O
D
U
C
T
MARKET
ANSOFF MATRIX

11. SEGMENTATION
Demographic
Psychographic
NIVEA has its product range for
everyone. From children to adults
to old people.
Lifestyle i.e. looking & feeling good
by using the product

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

14. HIGH EMOTIONAL
CONNECT
LOW EMOTIONAL CONNECT
OUT
POCKET
IN
POCKET

15. WHAT NIVEA FOR MEN WAS
ACTUALLY MARKETING?
A FEEL CLOSER EMOTION BY
THE CAMAPIGN
‘WRAPPED IN FRIENDSHIP’

16. BRAND ASSOCIATIONS
•CARE
•PROTECTION
•MILDNESS
•FAMILY ORIENTED
•TRUST

17. WOMEN
BUYERS
MEN
PERSONAL
CARE
PRODUCTS
WOMEN WHO BUY OR ADVISE MEN
ON WHICH PERSONAL CARE
PRODUCTS TO BUY FOR MEN
TARGET GROUP

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

22. The Process

23. RESULTS

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

25. September 2012
Wrapped in Friendship
project for NIVEA Won the
Best use of Facebook Social
Buzz award.

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

27. THANK YOU