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Nivea for Men Print Advertising Campaign “It Starts With You” Case Study

Rob Miller | Tuesday July 22, 2014

Categories: GCSE, Eduqas (WJEC) GCSE, WJEC GCSE Media Studies, Advertising, Intro to Advertising, Marketing, More on Advertising, Key Concepts, Audience, Ideology, Media Language, Narrative, Representation & Stereotyping, Hot Entries, New Media, Synergy

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Institutional Factors

In 2012, the global skin and body care brand Nivea aggressively advertised its skin care products to an emerging male demographic that was becoming more and more comfortable with using ‘products’ to enhance their appearance – owned by the German Healthcare multinational conglomerate Beiersdorf, their intention was to exploit this market but also respond to recent negative criticism and controversy that in 2011 saw them publishing a world map on their website that omitted Israel and later that year publishing an advert was deemed to have racist connotations called “Re-civilize yourself?. Nivea withdrew the advert and issued a statement admitting to ‘causing offence’ and focused instead on this new campaign.

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Draft FCB are the global lead advertising agancy that Nivea used to develop their campaign but for Nothern Europe, Beiersdorf approached AKQA, a global ad agency with multiple northern European sites owned by the advertising giant WPP. They were able to provide Nivea with an integrated campaign that included print, television and social media platforms (CMW had previously run Nivea’s campaigns).

The idea of the campaign was to encourage ‘ordinary’ men to moisturise on a daily basis with a key focus on sporting celebrities like Jamie Redknapp endorsing the brand but also to encourage the use of its convergent Facebook store built for its male consumer audience – the idea was for women to also buy the brand for their boyfriends, husbands or partners as gifts. Say Media were behind the interactive social networking campaign to help drive up sales in the run up to Christmas, but linking in terms of synergy and the print campaign with the FHM Men’s Lifestyle Magazine Grooming Awards. FHM and other men’s magazines such as Men’s Health and GQ were the primary magazine media used while newspapers included broadsheets The Guardian, The...

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