Ashutosh Vyas
Introduction To NIVEAA German personal care brandHeadquartered is in Hamburg , Germany
Founded on March 28 , 1882
The brand’s name means ‘Snow-White’Produced tanning oils , shaving creams and shampoos during 1930s
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Campaign Type
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F- Commerce Campaign
Ad Company
SAY MEDIA
F- Commerce CampaignLaunched in 2011
Encourage the sales of Nivea for Men products in the
Christmas season
What was the Challenge
Brand awareness
To raise the brand awareness the F commerce Campaign was launched by doing sales promotion.
Nivea Demand
Looking for the giftwEiRd
Looking for Weird?
What was the Campaign Objective
Online creative reaching the required female demographic, drawing attention to the quality of the product, introducing the product range, and driving consumers to the Facebook store to purchase a Nivea For Men gift.
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SEGMENTATION
Targeting
Positoning
Demographic Nivea have its product range for every one.
Geographic Nivea is mostly an urban skin product.
Behavioral Nivea is among the top skin care product.
Physiographic Looking and feeling good by using product.
Segmentation
Target Group
Females who wanted their better-halves to look
HandsomeFemales looking for gift For males in Christmas
season
EXECUTION
Involve online consumers using Adframe Unit
Displayed a video of the current television ad Invitation to visit the Facebook store
Sample space for numerous points of interaction
Interact with the Nivea
Without leaving the full-screen window
The Facebook Commerce
A facebook ad was created
Use the app to buy and sendA Gift Set
Wrapped in a personalized wrapping paper
Key Succe
ss
Ability to show a gallery of all the Nivea For Men products together.
In the end, almost 11,000 consumers were driven to the Facebook store in a short period of time before Christmas(11,000 click-throughs to Facebook)
107k minutes spend with the brand
tesa continues to record strong growth (+9.8%)
Consumer business grows by 1.3%
Group sales up 2.6%
unit delivered over 100% of contracted engagements (360,000+)
click-to-site rate 3% (three times the industry average)
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