News

Nivea Men brings consumer insights to life with new campaign

BY Antoinette Alexander

WILTON, Conn. — Beiersdorf’s Nivea Men has developed the Silence the Irritation campaign to help educate men on the role that skin care plays in providing a comfortable shave.

To help bring this campaign to life, the brand partnered with digital media company Break Media to launch a multi-layered campaign.

 Utilizing Break Media’s Acumen research platform, the teams surveyed more than 1,000 men to find out where shaving ranked on a list of day-to-day life irritations. The results revealed that most men find having to shave, along with the resulting razor burn and irritation, as their biggest day-to-day irritants. These findings also laid the groundwork for the “Silence the Irritation” campaign, which includes a branded Nivea Men hub on Break Media’s online men’s lifestyle platform MadeMan.com, as well as the launch of an eight-episode comedy series titled, “Just Face It.”  

To help gain interest and resonate with the target consumer, the men’s grooming brand and Break Media enlisted Damon Wayans, Jr. “Just Face It,” which follows Wayans’ character through day-to-day irritations based on the survey findings, premiered May 7 and wrapped this past week. 


In addition to housing each episode of the “Just Face It” series, the branded hub features Nivea Men Sensitive products to correlate with “silencing the irritation” of shaving, editorial content created with the Nivea Men target in mind and relevantly themed sweepstake opportunities.
 


According to the manufacturer, the branded series proved successful for Nivea Men:



  • More than 3 million video views were generated on behalf of the series;

  • More than 130 million consumers touched via dedicated public relations outreach helped drive people to the branded hub and series videos;

  • PR targeted B2B, industry and consumer media outlets;
  • 

Across social media, the campaign generated 

more than 25,000 “likes” on its dedicated Facebook page;
  • 

More than 5,200 mentions of the “Silence the Irritation” campaign across Twitter;
  • 

740,000 total user interactions with the videos (across YouTube, Twitter and Facebook);


  • The Nivea Men-branded hub on MadeMan.com showed strong engagement across multiple metrics;
  • 

It received more than 270,000 page views; and
  • 

Visitors spent more than three minutes on the page.
     

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

News

Concern about birth defects shouldn’t stop women from taking mental health drugs, experts say

BY Alaric DeArment

NEW YORK – Pregnant women taking drugs for mental health problems should not stop taking their drugs without first talking to their doctors, experts say.

At a recent luncheon sponsored by the March of dimes National Communications Advisory Council, experts said more than half of pregnant women take at least one prescription drug at some time during pregnancy, and some young women have been taking drugs to treat such conditions as depression, anxiety and attention deficit hyperactivity disorder since they were teenagers. Women taking these drugs should seek support and guidance from healthcare providers to determine if they should continue or switch to another drug.

"Pregnant women should talk to their doctor about which medications they are taking and what are the best options for them while pregnant," Yale University School of Medicine post-menopausal syndrome and perinatal psychiatric research program director Kimberly Yonkers said. "It is important to balance the possible risks and benefits of all medications to the mother and the baby."

 

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

News

Report: Health and wellness spells opportunity in today’s economy

BY Michael Johnsen

NEW YORK — With renewed consumer confidence converting more shoppers into buyers, there is greater opportunity for companies in the health and wellness space, noted a report titled "The Why Behind the Buy Spring 2013," which recently was released by Acosta Sales and Marketing. Even as U.S. obesity rates continue to rise, more consumers are looking to exercise regularly and eat healthy, according to the consumer poll. 

As many as 50% of shoppers indicated they read nutrition labels “most of the time” or “always," Acosta reported, though 86% acknowledged indulging in foods they know are unhealthy. "Confusion about health ratings and the propensity of consumers to use the Internet to find information about healthy eating gives CPG companies and retailers the opportunity to help shoppers solve the health and wellness puzzle," Acosta noted. 

Even though retailers’ food rating systems, like Guiding Stars and Nutrition IQ, represent a simplified method of rating foods based on their nutritional value, these programs have very little recognition among shoppers, Acosta added. "Only 8% reported being aware of such programs. There’s interest in these programs among some shoppers, especially U.S. Hispanics — 31% indicated they would find the rating systems ‘extremely useful’ and 35% ‘very useful.’”

 

keyboard_arrow_downCOMMENTS

Leave a Reply

W.WORKFORVERT says:
Jun-16-2013 05:00 pm

At WorkforVert.com Health and Wellness means a lifetime of performing at your potential, which includes minimizing the likelihood of injury and challenging yourself to embark on a life mental and physical performance.

TRENDING STORIES