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CASE STUDY: Unique opportunity to engage with mums via nurseries

Provided by JazzyMedia
JazzyMedia's campaign delivered 2 million HWWK impacts in Nurseries and increased awareness of NIVEA's new suncare range by 48%.

What was the Challenge / Background of the Campaign?

Beiersdorf wanted to remind mums of the importance of protecting their children's sensitive skin in the sun. They also wanted to communicate the benefits of NIVEA SUN Pure and Sensitive sun lotion range, incorporating an online competition which gave mums the chance to win fantastic sun tents, as well as to find out more about NIVEA products. In order to successfully achieve this they needed a trusted environment where they could engage with mums and mums' groups over a sustained period of time JazzyMedia's nurseries provided the perfect solution.

What was the Campaign Objective?

To reach a large number of parents with young children. To increase individual awareness and prompt discussion about caring for children's skin during the warm summer months. To introduce mums to NIVEA SUN Kids Pure and Sensitive products and prompt trial.

What was the Solution?

JazzyMedia Parentsource Units, also known as mum's community boards are located in prominent positions in our nurseries. The Units have an A2 poster panel which was used to communicate the sun awareness message and new product for a four week period leading up to the summer holidays. To support the campaign further an A5 leaflet was distributed directly to parents (mostly mums) to provide more detailed information on how to protect their child's sensitive skin in the sun, as well as how to enter the competition via the NIVEA website.

What were the Results?

NIVEA received a great response from nurseries with 27 extra nurseries taking part in the activity at no additional cost to the Client. 752 nurseries participated, delivering almost 2 million impacts. Two weeks into the activity, 33% of parents had already visited or intended to visit the website to enter the competition, 48% stated that the poster and/or leaflet had increased their awareness of the benefits of NIVEA Sun Kids Pure & Sensitive spray and 80% said that they either already purchase or will in future purchase NIVEA product(Source: JazzyMedia Research, July 2011)

What were the Key Learnings of this Campaign?

JazzyMedia gave Beiersdorf the opportunity to reach their target audience over a month. Ensuring that parents not only saw the communication but remembered the key information/facts provided. Nurseries were keen to participate in the activity and use the resources because it helped them to communicate an important sun awareness message to mums at a key time. The Client was assured that JazzyMedia over-delivered because they received a post campaign report, listing the nurseries that participated as well as some comments and photographs from nurseries and parents.

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BudgetReach & FrequencyTarget AudienceMedia Used
£51k to £100kOver 71,000 parents through 752 nurseries nationwide
25 - 34
35 - 44
All adults
Main Shopper
Kids HH
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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