NIVEA Silver Protect tones up with microsite launch

In launching NIVEA Silver Protect deodorant, the NIVEA brand needed a muscular strategy that could engage men aged 25-44 with NIVEA Silver Protect’s unique antibacterial formula. Behavioural targeting and Profile targeting maximised NIVEA advertising’s exposure to the target audience and drove traffic to a NIVEA microsite designed to drive engagement and purchase intent.

Campaign objectives:

• Maximise exposure amongst men aged 25-44
• Drive awareness of new NIVEA Silver Protect deodorant
• Raise awareness of product benefits
• Increase brand favourability and purchase intent.

Creative solution:

Eye-catching branded display advertising built awareness of NIVEA Silver Protect amongst the target audience and drew men to the content-rich NIVEA microsite. Here lifestyle features, fitness advice, interactive quizzes and online games provided a highly engaging environment for explaining the silver ion technology used by the new deodorant and driving purchase intent. Behavioural targeting and Profile targeting optimised the efficiency of the campaign.

Key results:

• Expandable display ads on Windows Live Hotmail delivered an interaction rate of 64%
• Product awareness rose by 12% and purchase intent by 8% amongst the target audience exposed to the online display advertising
• Amongst those clicking through to the microsite, brand favourability rose by 20%, purchase intent by 34% and message association by 41%.

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