As the world’s biggest personal care brand, Nivea Visage UK offers products for the entire family. In a streamlined effort to transform the company brand from simply a product to an experience for mobile teenage women, Nivea teamed with Screen Tonic to distribute banner ads across MSN Mobile, the mobile Internet site for the Microsoft network.
Nivea needed to boost the readership of its online magazine Fun, Young and Independent (FYI). The innovative magazine targets teenage girls and advertises the company’s products.
Young girls today use a range of media to find information and stay in touch with friends. Advertisers use many channels to create a dialogue with this audience. With this is mind, global cosmetic company Nivea launched online magazine Fun, Young and Independent (FYI), to engage users with its Nivea Visage Young brand. Following the launch, the company needed to maintain the web site’s momentum. It searched for the most effective channel for capturing users’ email addresses to add to the FYI mailing list.
In December 2007, the company worked with Screen Tonic to distribute banner ads across MSN Mobile, the mobile Internet site for the Microsoft network. The banners enticed young female readers with the promise of ‘Girly gossip, news and tips.’
The ads drove users to a specially designed microsite that echoed the design of the FYI web site. Visitors filled out a single field to quickly add their email addresses to the magazine’s mailing list.
The campaign effectively reached its target audience, capturing essential data by making it quick and easy for users to enter their details. Analysis by MSN shows that:
- 119,000 page impressions were recorded during the month-long campaign.
- The ads generated an average click through rate of 0.55 percent.
- The conversion rate was 15 percent.
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