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.
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.