Exercising the male body and mind helped to power a muscular launch for NIVEA’s new Silver Protect deodorant and its antibacterial formula with silver ions. Strongly targeted display advertising drew men aged 25-44 to a high-performance microsite, where rich, interactive content further strengthened engagement. When exposed to the full campaign, purchase intent for the target audience rose 34% with brand favourability up 20%.

Objectives:

• Maximise exposure amongst men aged 25-44

• Drive awareness of NIVEA’s new Silver Protect deodorant

• Raise awareness of key product benefits

• Increase brand favourability and purchase intent

Target Audience: Men aged 25-44

Products Used:

• Roadblock display advertising on Windows Live Hotmail

• Display advertising on Windows Live Messenger, Windows Live Hotmail and MSN Cars

• Behavioural targeting

• Age and gender targeting

• Branded microsite

Creative Solution:
Content-rich microsite combined fitness advice with interactive quizzes, online games and lifestyle features, providing an involving environment for men, driving purchase intent. Profile and behavioural targeting technology and eye-catching branded display advertising built awareness and drew men to the site, optimising efficiency and delivering the target audience.

Key Results:

• Product awareness rose by 12%
• Brand favourability increased by 20% amongst those members of the target audience exposed to the microsite

• Among the target audience who visited the microsite, brand favourability rose by 20%  purchase intent by 34% and message association by 41%

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