Nivea for Men Media Campaign - Report Example

Nivea for Men Media Campaign Student’s Name Institution Affiliation CREATIVE BRIEF (TEMPLATE) 1. Target Audience (Who are the primary audience? Break this down to demographic, psychographic, behavioural and geographic segmentation. What are their media consumption habits) Mostly men but also some women do use it to protect their lips and sooth their skin. Men between 18-44 year old. Younger male of about 20-30 years. Men at that age segments spends an average of $50-60$. 2. Advertising Objectives (This should not be marketing or media objectives. Include SMARTT if possible) - To reposition Nivea as an “all ages” product designed for men. - To distinguish the packaging differently from women products. - To bring up a new face for the new ads. 3. Single Minded Proposition (or USP). (The single most important message you want the target to take from the activity –the one sentence that summarizes the USP. This should not be the tag-line/slogan) “Nivea Beauty Is” since it is pervasive in the society. 4. Key Benefits (What are the emotional or practical/rational benefits? How does this support the proposition?) The benefit of this product is that it boosts the skin, brings back skin’s natural growth, and also energises skin. 5. Audience Takeaway (What do you want the audience to think, feel and do after seeing your communication?) Audience will develop an admiration of a good smooth skin that can be used during day and night. 6. Tone of Voice (What style do you require – informal, warm, humorous, direct or functional?) The tone will be both informal and warm. In this regard, the audience will feel welcomed and desire to have the product at his disposal. 7. Who are the main competitors? (What are their messages?) Avon Products Inc., Beiersdorf AG., Colgate-Palmolive Company, Coty Inc., Johnson & Johnson, Lancaster Group, L ‘Oreal USA Inc. etc. 8. Deliverables and budget (Extent of marketing communication tools used i.e. TV, radio. design, brochures, banners, display advertisements, etc.? What is the budget?) The budget was $1.2 million dollars that catered for print media campaign consisting of both creative and media executions. Nivea for Men Media Campaign Nivea for Men came up with a media campaign that costed $1.2 billion that was aimed at increasing its market share by 12% meaning that over $40 million annual sales was expected. The target would range from males between 18-35 years and secondary target from 40 years above. The ad was to be in the form of outdoor print media e.g. magazines, newspapers, and billboards (Nivea Advert for men, 2015). This is an excellent cosmetic product for men and young men especially starting from their puberty stage. Best results are well noted if you use daily since it’s an incredible hydrating mask, lip, ointment, makeup remover, and soothing cuticle cream. On the ad, there is a good description about how the formula works on the consumers’ skin (Nivea Advert for men, 2015) . The avocado and buriti oil sooths and repairs the damaged skin. Additionally, it provides all over nourishment vitamins, and minerals which tries and eliminates the fatty acids that are found in almond and jojoba oil to provide instant hydration. It gives an interestingly beautiful glow (Mumsnet Talk, 2015). Although this comes in a dull packing, the product is purely magnificent! The audience can smell the fruity delicately that offers a smooth and glossy scent. Furthermore, the product has an oil ingredient that leaves a high shine finish so many use it as highlighter and lip gloss. Dr. LeWinn`s Private Formula has long been established as one of the top skin care companies in Australia. Founded and developed by they Dr LeWinn, a once and highly respected and renowned Plastic Surgeon ever known in the USA field of field of Plastic and Reconstructive surgery, in response to his patients seeking advice on how to improve their skin`s appearance post-surgery (Mumsnet Talk, 2015). The results were remarkable and to ensure that his range of products continued to produce optimal results, he continued testing on women in the harshest weather conditions on earth, Australia. It has been an Australian success story. In fact, it has been voted as the Number One Skincare brand for nine years since 2008 (Nivea Advert for men, 2015). In 2004, Nivea were briefed by the then International Marketing Director Joyce Kho on the revitalization of the brand image. Working closely with their expert intern team, deMasijones designed a new Corporate Identity System for the company comprising of the new logotype. An accompanying monogram of Beiersdorf AG signature and visual identification colour system for see in product selection and grouping (Mumsnet Talk, 2015). To support this deMasijones also redesigned all the various ranges of packing, container and boxes, their in-store product display system and most recently the cosmetics counter and display for David Jones, Melbourne. Various consumer questions that help in advertising the goodness of the product to the media in order to give an overview of how beneficial it is. Below are some of these questions. Who are the target consumers? The target customers are women. This product is great for women’s skin tones. The product reacts differently with each consumer since all women have different types of skin tones. Best results show after a while. Therefore, we should be very patient. Using it twice a day increases chances of better results quickly (Florek, 2013). Although the product has been highly tested it can cause an allergic reaction in different people. Throughout their marketing campaign, they have taken a step further to advice the product users to seek medical attention in case the product harms their skins (Dwi Wardana, 2010). The agency that was called FCB Brazil, Sao Paulo that deals with digital outdoor advertising. Nivea for Men comprises of different body care namely, after-shave, shower/body care and face cleansing. During the award of grooming product of the year, Nivea for Men took the No.1 slot as the most selling product as well as the mail grooming product of the year. In regard to this, Nivea for men Ad had different strengths ranging from the award the product won and most importantly the brand recognition it enjoys within the global markets. Additionally, the company is known for family products for both men and women all over the world (Nivea Advert for men, 2015). The company through its ad had its unique marketing objectives. First, the ad was aimed at maximising the company’s market share with 12% before the end of 2012. Secondly, the ad was expected to generate a 5% sales revenue growth by the end of 2012 (Florek, 2013). This could sum it up with $40 million of revenue. In terms of communication, its marketing communication aimed at building strong brand awareness within its dominance. The ad was to gain popularity within its primary target market. Another communication objective was to remind its secondary target market about its brand preference. Lastly, its marketing communication objective was to reposition branding (Mumsnet Talk, 2015). Nivea for Men ad had numerous objectives and one guiding objective was that, Nivea is a family of products in all years to come. Its brand awareness has great preference within men of ages ranging from 18-65 (Dwi Wardana, 2010).. The ad was designed to maintain its original colour scheme that was characterised with a new secondary colour and a design of tagline of “Nivea blue”. The agency made sure that the company maintained its loyalty in their way of doing business in that, the brand would attract more consumers. Media objectives were listed down and the first was “who”. On this objective, the ad focused on primary target that consisted of urban males of ages between 18-35 years living in “big city” areas. Another one was from the professional field in the workplaces within these big cities (Florek, 2013). Lastly on primary target was the art of attracting women in a well-groomed personal image. Moving on to secondary target, there was the middle class also living in big cities and also the married men looking for new relationships. Lastly, there was the idea of looking and feeling younger (Mumsnet Talk, 2015). The second objective was on “What”. In this category, the ad focused on its awareness or preference within the male dominance. Its selling and pricing remained its strongest selling points. On “When” a schedule was developed that lasted for 12 months during winter and early summer. On “where”, they concentrated on the demographics of professionals and the cities. The cities were Toronto, Montreal, and Vancouver. Lastly, the objectives ended with “How”, which explained the outdoor advertising of 12 weeks characterised with print advertising. The main aim was to make sure that the ad is a seen by many people as possible. Furthermore, knowing the target audience was also vital to ascertain timing, market place, and engagement (Nivea Advert for men, 2015). On mentoring and evaluation, there were both measures and also the outcomes that showed how well the ad perfumed. Men become aware of their looks and developed a tendency of being choosy when it comes to cosmetics. They can now select their own body cosmetics due to the ever growing innovative beauty products (Florek, 2013). The company expanded its infrastructure due the growing market in Canada and the rest of the world. Over $28.0 billion products were sold following the ad in 2014 as the men grooming market shoot by 3% and also the company embraced other new products (Dwi Wardana, 2010). References Nivea Advert for men. (n.d.). Retrieved May 21, 2015, from http://www.theanswerbank.co.uk/Adverts/Question221392.html Mumsnet Talk. (n.d.). Retrieved May 21, 2015, from http://www.mumsnet.com/Talk/pedants_corner/722708-Nivea-for-Men-advert Jack, L. (2007). Nivea Ads Branded Copycats of Dove’s ‘Real Beauty’Campaign. Marketing Week, 3. Dwi Wardana, A. (2010). PENCITRAAN PRIA PADA IKLAN PRODUK WANITA (Studi Semiotika Pada Iklan Produk: NIVEA Body, Slimming Tea, Sunsilk, dan Enchanteur di Majalah Femina) (Doctoral dissertation, University of Muhammadiyah Malang). Rowbotham, A. Student Feature Customer Service Excellence: The Gender Landscape. Florek, M. (2013). Building the image of a place brand with the support of local commercial brands. Poznan Brand Consortium case study. Journal of International Studies, 6(1), 9-21. Read More