Nivea for men is a product line of skincare products launched in 1980. It has a total of 29 products including shaving products, aftershaves, shower gels, deodorants, and face washes. The campaign strategy involved using ad frames and full screen takeovers on websites to display rotating product images and videos inviting users to the Facebook page. The target audience was women aged 25-54 planning to purchase gifts for men, internet users, online customers, and Facebook users. The aims of the campaign were to raise brand awareness, encourage women to purchase as gifts, increase traffic to Facebook, and draw attention to product quality. The campaign increased brand awareness, drove traffic to Facebook, and received over 36

1. Nivea for men – case study
Window shopping takes a whole new
meaning online

2. INTRODUCTION
Nivea for men-product of Nivea (subsidiary of
Beiersdorf AG)
Launched in the year 1980
Total product range of 29 products today
Products consist of shaving and after shaves
,shower gels, deodorants and face wash
Tagline-”It starts with you”

4. Strategy
• Use of ad frames and full screen
takeover concept
• Make an ad based on the
award won by the company
• Showing the revolving product
images and the ad video
• An invite to the Facebook page
• Showing ad on specific website
• Products sent out in especially
designed gift wrapping

5. • Women of age 25 to 54 years
• Planning to purchase a gift for the
males in their life On Christmas
• Internet users and online
customers
• Facebook users
Target audience

6. Main
focus
•Personalised gift
wrap
•Use of digital media
•Encourage user
facebook store

7. • To raise awareness of Nivea for
men products
• Encourage women to purchase
Nivea products as gifts for males
• To increase traffic to Facebook
• To draw attention towards the
quality of the product
Aim of the campaign

8. Swot analysis
• Unique of its type
• Impact of logo of Nivea brand
• Simple and effective
• Original content remained
intact
• Competitors launching
new ad campaigns at
the same time
• Increased
digitalization
• Men becoming
conscious about their
skin
• Ignorance of
consumers
• Basic focus on men
skin care product
Strengths Weakness
Opportunities Threats

9. • Sponsorship of football
event at grass root level
• Strategic alliance with
Philips electric shavers
• Partnership with Chennai
super kings
Other mediums used by company to
increase its sales

10. • Increased brand awareness
• Driving traffic to Facebook
store
• 360000+ contracted
engagements
• 11000 click through to
Facebook
• 29 million free impressions
• Click to site rate -3%
Results

11. Continued …..
• Internationally, NIVEA FOR
MEN skincare products
grew by almost 20 percent.
• NIVEA FOR MEN listened to
customer feedback and
added products to its line
and reformulated existing
products.

12. Group I :
Amritpal Virk
Ankur Sharma
Awnish Tripathi
Anurag Sureka
Sunday Omoyajowo