CASE STUDY: Nivea wins over a new generation

Provided by Time Inc. UK
Nivea's Visage Young range was accepted by young girls as a trustworthy skin-care brand thanks to a carefully-crafted campaign.
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What was the Challenge / Background of the Campaign?

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. Find out more...

What was the Campaign Objective?

Nivea wanted to develop an ongoing communications campaign centered around 'independence', a concept that brings several anxieties to 17-19 year old girls.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details17-19 year old girls
16 - 24Female
All
ABC1
C2
DE
MAGS / CONSUMER
ONLINE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBRAND ATTITUDE
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