Category: Fast Moving Consumer Goods
Advertiser: NIVEA
Product/Service: DEODORANT
Media Agency: CARAT, London , UNITED KINGDOM
Client Director: Romy George (Carat)
Planning Manager: Peter Skarparis (Carat)
Marketing Manager: Andrew Rawle (Beiersdorf)
Commercial Marketing Manager: Gemma Frostick (Asos)
Commercial Project Manager: Fay Vowell (Asos)
Senior Account Manager: Jenny Kowalczyk (Draftfcb)
Media placement: Online Display - Condenast Run of Female Portfolio (Glamour, Vogue, Easy Living, Bridesmagazine) - 18th April
Media placement: Online Display - Glamour, Cosmopolitan - 18th April
Media placement: Online Display - Bauer Run of Women's Network - Heat, More, Closer, Magic - 18th April
Media placement: Online Display - Grazia Daily - 18th April
Media placement: Online Display - Facebook - 18th April
Media placement: Online - HPTO - ASOS - 18th April
Media placement: Magazines - ASOS - May
Media placement: Online Newsletter - ASOS - April/May
Media placement: Online Solus Email - ASOS - 25th April
Media placement: Online MPUs - ASOS - 18th April
Insights, Strategy & the Idea
Our brief was to launch new deodorant NIVEA Invisible for Black & White in the UK market. It was the first deodorant to prevent yellow stains on white clothes as well as white marks on black clothes. But many deodorants trade on their own functional benefits such as 48h protection. As our budget of £250,000 was less than 1% of the category spend (and dwarfed by the market leaders), we knew that conventional rational messaging would never penetrate the clutter. Instead we wanted to build emotional engagement. Consumers told us they hated to throw away favourite black or white clothing because of yellow stains or white marks. We realised Invisible for Black & White could help their favourite clothes last longer. So, to build EMOTIONAL ENGAGEMENT, our idea was an FMCG first: Connect the product with the clothes it helped to protect - by designing NIVEA’s own capsule clothing collection.
Creative Execution
We chose the UK’s leading online fashion retailer ASOS.com for an unprecedented partnership. ASOS’ designers created four NIVEA dresses – timeless designs in black & white that our consumers would want to keep and cherish – the embodiment of our product’s emotional benefit. The capsule was hosted in a new NIVEA section within asos.com where an online style challenge gave away all four dresses to 50 winners a week for 5 weeks – 1000 dresses in total. A joint NIVEA/ASOS fashion shoot gave us credible, exclusive content that we exploited across every ASOS bought, owned and earned channel including: advertorials in ASOS magazine, newsletters, emails, social media (ASOS’ twitter and Facebook) as well as a permanent homepage presence for NIVEA on ASOS.com. Invisible for Black & White product vouchers were enclosed with 5,000 ASOS black & white clothing orders. To drive visitors to ASOS we used digital display, the NIVEA website and eCRM.
Results and Effectiveness
108,000 people visited NIVEA/ASOS microsite (target = 35,000). 61,594 competition entries (target =10,000-15,000). Most-popular promotion in ASOS history. Incredible 49% of competition entrants opted into receive NIVEA information – an ASOS record. Despite £250k budget, launch achieved £2.4m of sales and an 0.5% market share within three months. Better performance than NIVEA sister brand Calm & Care, which had been established 12 months longer and had twice the budget! Best deodorant launch of 2011. Best NIVEA launch in several years. Overtook Lynx, who spent 30% more in the same period, to become category 3rd (target = strong 4th).