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CASE STUDY: Nivea "Beauty Is" Campaign

Provided by i-vu
With the launch of their new "Beauty is" campaign, Nivea wanted to drive people to their website and share thoughts and photos.

What was the Challenge / Background of the Campaign?

With the launch of their new "Beauty is" campaign, Nivea wanted to drive people to their website and share thoughts and photos of how real people define their idea of beauty. The campaign was a huge multimedia campaign, and i-vu was selected to repeat the TV advert to an elusive female audience.

What was the Campaign Objective?

To reach a captive female audience who like to take care of their appearance. i-vu can provide an audience who were considering their looks and appearance, and in a hair salon are actively doing something to look beauty. Therefore Nivea could reach women in the correct frame of mind of considering "what is beautiful?"

What was the Solution?

The advert ran for a two week period on 1400 hair salon screens in 188 salons nationwide. The advert was repeated 3 times per 45 min loop to ensure that the salon goers would see the advert irrespective of what treatments they were having. No interactivity was used as the full layered media mix was driving potential consumers to the Beauty is website.

What were the Results?

As this campaign was non-interactive, it is difficult to gauge uplift. The advert played and was well received by salon staff and their clients. It generated chat within the salons, reaching approx 350,000 salon goers, of whom 73% were female.

What were the Key Learnings of this Campaign?

That i-vu could add a valuable layer to a female -targeted media mix. i-vu's contribution was the huge dwell time and correct environment to target females considering their beauty. the triple repetition of the advert, on the quality entertainment channelensured cut-through. The lack of other media in the salon environment ensured the advertising had maximum chance of being recalled. The salon environment is usually on the High St so added the ability to walk outside and walk into another shop and buy the product.

BudgetReach & FrequencyTarget AudienceMedia Used
£51k to £100kABC 1 females, 1400 screens in 188 salons across the UK
16 - 24
25 - 34
Female
AB
NON-TRAD OUTDOOR
RETAIL MEDIA
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSSALES PROMOTION
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