Nivea wanted to portray their Visage Young range as the first proper skin-care regime brand for girls entering their late teens. Nivea with the help of Carat created an online e-magazine, FYI (Fun, Young & Independent). It provided trustworthy advice on relevant issues, such as dating and moving out from home, to Nivea's target audience of 17-19 year old girls. This was supported by advertorials in Look magazine and on social networking sites. The campaign was hugely successful with 84% respondents positively shifting their attitudes toward Nivea Young.
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