Award-winning skincare brand Nivea launched an online campaign with Say Media to encourage women to buy Nivea For Men products.
Nivea's planning agency, Carat, approached Say Media to raise awareness of Nivea For Men products and the Facebook store to the target audience and help drive sales in the run up to Christmas. The real novelty was that the products could be sent out in specially designed gift wrapping that incorporated images of the recipient and sender, taken from the sender's Facebook account.
The goal was to create an engaging online ad built around the Nivea For Men advertising campaign based on the brand winning FHM magazine's Grooming Award for best product it 2011, for the eighth year in a row. The success of the campaign depended on the 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.
Say Media developed an online advertising campaign using its own AdFrames platform and full-screen takeover concepts on specific targeted sites with the appropriate age/gender demographic. This involved enticing online consumers to open a full-screen window featuring the portfolio of Nivea For Men products displayed around a video of the current, television ad, along with an invitation to visit the Facebook store. The takeover concept created an engaging environment for consumers, and provided many opportunities for interaction with the range of products.
The Say Media campaign for Nivea achieved the goals of this campaign including heightened brand awareness, enhanced desire for the product, and increased traffic to the Facebook store. In less than two weeks, the AdFrames display unit delivered more than 29 million free impressions. Particularly impressive, was the average time each viewer spent interacting with the ad, which stood at 27.52 seconds compared to the industry average of 18.6 seconds. 11,000 viewers clicked-through to the Facebook store upon viewing the ad unit.
The key to success of this short online ad campaign was the ability to show a gallery of all the Nivea For Men products together through Say Media's AdFrames browser takeover full-screen concept, which drove up the click-to-site rate. The large range of options created a 'window shopping' effect delivering plenty of choice for the targeted female consumers, allowing them to make informed buying decisions.