MULTIMEDIA CAMPAIGN
Recapture Yourself. Face the world. GROUP Connor Johnson | Natalia Naranjo | Justin Perez Erica Reed | Kathryn Swynenberg
Connor Johnson Natalia Naranjo Justin Perez
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TABLE OF CONTENTS Situation Analysis Creative Brief Campaign Board Branding Campaign Sources Rubric
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SITUATION ANALYSIS
Product Category Information- Men’s Personal Care Total US retail sales of men’s personal care products are growing. The market remained largely untouched during the recession and subsequent recovery years as men use a number of personal care
products to maintain their daily hygiene. The market is expected to grow steadily in the next few years, up 13% during 2013-2018, to reach $4.4 billion.
Target Audience Hardworking and educated men who are go-getters aged 40-55 experiencing a transitional period in their lives.
Nivea Brand- Internal Analysis Strengths Nivea was the first brand to break into the market for men’s grooming products. This gives Nivea the advantage experience in the market. In 2013, Nivea underwent re-branding and was given a new logo. However, the brand maintained its iconic dark blue and white colors, so shelf recognition is still an advantage. Although Proctor & Gamble and Unilever are currently top brand owners in the market, and Nivea is owned by Beiersdorf Inc., Nivea itself is the largest manufacturer of men’s personal care products, accounting for 42% of segment sales and is the fifth largest skincare company. Currently, many of Nivea’s internal strengths are broad and not specific to men’s grooming products. This is helpful in keeping the brand top of mind but poses a challenge for targeting men in particular.
Weaknesses Despite the fact that Nivea’s colors are brand specific and recognizable, the lack of color differentiation between male and female products is a disadvantage for Nivea. Because grooming products tend to have a feminine connotation, the lack of a manly distinction in this product category could be considered off-putting to men looking for grooming products. In addition, Nivea is stereotyped as being relatively conservative. In a generation where being oneself regardless of your age, race, gender, etc. is extremely important, a conservative brand image may push away potential male customers who care a lot about their grooming and do not want to feel as though the brand they use is judging them. The brand has a mascot, Bosco the bulldog, but he is not a relevant character in most of Nivea’s advertising. Finally, Nivea has a weak website interface that does not promote easy and accessible navigation and exploration through brand products.
Market Anaylsis (external) Opportunities Out of all the products targeted at men ages 40-55, the personal-care product market is expected to grow the fastest (13%). This is because men are staying in the workforce longer, which requires them to maintain a cleancut appearance. Another opportunity is that males in general are starting to care more about their appearance, especially men just entering the workforce or looking for a new spouse. People are more susceptible to advertisements and appeals when they are navigating a transitional period in their lives. In addition, the US population of older men is expected to grow by 5% between 2013-2018. A larger population means more diversity, this will give Nivea an opportunity to further segment its brand and appeal to a variety of audiences.
Threats Threats for Nivea include competition from other grooming products for men and men’s buying behaviors. Currently, Nivea for Men is not particularly popular among men of any particular segment. Proctor & Gamble and Unilever are the top brand owners in the category. Sales dropped 11% during a 52-week review period for Nivea for Men due to increasing competition from other brands. The most challenging threat for the Nivea campaign will be men’s lack of brand preference. It will be difficult to persuade men to choose Nivea for Men, a somewhat unfamiliar brand. Men are less susceptible to advertising for grooming products than women and often pick the first thing they see on the shelves that solves their basic grooming needs. As a result, men tend to stick with the same brand of grooming products.
Competition Analysis Gillette Gillette highlights their brand in terms of quality, accessibility, technology, and affordability. The Gillette name has connotations of premium quality that consumers can find at their local drugstore. Gillette also places heavy advertising emphasis on the updated technology behind their products. Gillette uses a multitude of media strategies to create brand awareness, including magazine ads, television commercials, sports celebrity endorser, and sport event sponsorships.
Old Spice Old Spice has achieved worldwide exposure with their “Smell like a man, man” campaign. The campaign is successful because it engages Old Spice’s target audience and is entertaining to any who view it. It appeals to both young men and women, prompting young men to care about the way they smell and asking young women to be a part of their significant other’s hygiene. Old Spice uses online advertising (social media, blogging, & YouTube) and television commercials for their media strategies.
Axe Axe is a personal-care brand that focuses on sex appeal. They want male users to have a positive association between smelling good and sex (if you smell good, the ladies will come). Axe also focuses heavily on female to male attraction and vice versa. Axe uses online advertising (social media & YouTube), television commercials, and magazine ads for their media strategies.
Main Idea Because these men are experiencing a transitional period in their lives, such as re-entering the workforce or attempting to improve social life, it is most likely that they have a desire to improve their appearance. Therefore, we want our products to make these men feel confident and sure of the way they look. Nivea is a skincare company that makes caring about personal grooming easy and relevant to the lives of our target. These men are trying to better themselves, and we want to help them do it with confidence.
Consumer Insight- The Ultimate Truth Most men want a quality, low priced, and functional personal care product that they can easily incorporate into their daily grooming routines.
Short Term Goals Expose hardworking males ages 40-55 to Nivea for Men products, specifically men who are experiencing a transitional period in their lives (recently divorced or reentering workforce). This campaign will make the target aware of the product and encourage trial.
Long Term Goals Achieve brand loyalty.
CREATIVE BRIEF Â
Why are we advertising? Gain users; garner brand loyalty. Whom are we talking to? Hardworking men reinventing themselves. What do they currently think? Skincare is feminine; not important. What do we want them to think? Nivea can make me better. What’s the SINGLE most important thing we can tell them? Rely on Nivea to restore confidence.
CAMPAIGN BOARD Â
Recapture Yourself. Face the World. Nivea for Men is aimed at helping men attain their former sense of self as they embark on a new stage in their lives. This campaign touches on anti-aging products that revitalize youth and building confidence in appearance in order to feel capable of reaching new goals. This headline presents Nivea as an honest and approachable brand who’s main goal is helping men who are experiencing a transitional period in their lives confidently navigate a new path.
BRANDING CAMPAIGN
Media Placement -1 print ad placed in Men’s Health -1 print ad placed in Men’s Journal -1 online video campaign posted on YouTube & Facebook -1 event sponsorship -1 guerrilla marketing campaign
Print Ads
The E.T. print ad will be featured in magazines including Men’s Journal and Men’s Health to reach our target audience - hardworking men reinventing themselves. E.T. references the youth of our target audience by way of irony. While E.T. resonates with their youth, E.T. is also wrinkled and resembles an old man. The irony and humor of the ad promotes Nivea’s eye roller gel.
The DeLorean print ad will be featured on Men’s Health and Men’s Journal magazines. It alludes to the younger years of our target audience. The ad brings nostalgia while also encouraging them to recapture the time of their youth with the anti-age moisturizer.
Veteran Video Campaign This is an online video advertisement. It will feature veterans turning their life around using Nivea products. It will present Nivea for Men as both philanthropic and progressive. Each video will feature a homeless veteran, his story, and how Nivea for Men helped clean him up, gave him hope, and reestablished his presence in the professional world. This campaign follows the theme of Nivea by reinventing man as he starts a new stage in his life. In other words, this campaign will highlight optimism and hardwork by supporting veterans.
Golf Tournament Sponsorship Nivea for Men will team up with the PGA in order to sponsor and promote it’s growing “Patriot Cup”, which is held on Veteran’s day every year. The purpose of sponsoring a golf tournament is to gain attention from consumers in our target, many of whom invest time and money in golf. A secondary benefit of sposoring this tournament in particular is that veterans make up a large portion of our target and will be able to see the “Recapture Yourself. Face the World.” campaign and relate to it. In addition, this tournament is emerging in popularity. It is approaching its fourth year in existence, so Nivea for Men will have access to the expanding audience for this event.
Goals 1. To position our brand as one that cares about tradition and recognizes that the only way to move forward is with a solid knowledge of what has taken place in the past. 2. To create brand exposure through mediums such as live television as well as providing maximum exposure throughout the actual golf course itself (Branded Nivea for Men promotional give-aways for fans at the game). 3. To elevate this already promising PGA tournament to a level where it is nationally recognized as one of the top philanthropic events in the professional sports world. This will enable the Nivea for men brand to grow alongside this event.
Guerilla Marketing Foam Explosion Why This campaign will promote Nivea for Men’s Original Extra Moisture Shaving Foam Who Office workers When Business day, 8-5 Where Office elevator Why Expose working men to one of Nivea for Men’s flagship products. Women will also be targeted by this campaign because many women purchase grooming products for their spouse. How A blue seven-inch diameter button will be placed in the center of an elevator wall. A sign above the button will read: “Press for Youth”. After the button is pressed, tanks mounted to the top of the elevator will pump clothing-safe foam into the elevator (hidden cameras will capture the fiasco that follows). Once the elevator is filled half-way, the pumps will shut off and the elevator will take the occupant to their desired floor. After the doors open the occupant will be greeted by cameras and a Nivea spokesperson. The spokesperson will give the lucky occupant a can of Original Extra Moisture Shaving Foam. Goals 1. Create brand awareness by capturing social media attention, specifically Twitter, Facebook, and YouTube. After occupants have exited the elevator they will be asked to tweet or post a picture of themselves covered in foam with the hash tags #foamed #niveaformen. Nivea will also post pictures on their Twitter and Facebook accounts. 2. Expose working men and women to Nivea for Men.
SOURCES Elani, Gabriela. Men’s Personal Care. Rep. N.p.: n.p., n.d. US - October 2013. Mintel. Web. 13 Nov. 2013. Dunning, Jessica, Franyka Frederick, and Kyle Bouswmiester. NIVEA for Men Advertising Plan. Rep. N.p., 16 Oct. 2012. Web. <http://www.slideshare.net/CreativeDunning/nivea-for-men-advertising-campaign>. Stone, Susan. “Nivea Sports A New Look.” WWD 4 Jan. 2013: 8. Academic OneFile. Web. 10 Nov. 2013.
RUBRIC
Brand This! Project EVALUATION SHEET Group # ______ INFORMATION AND COMMUNICATION
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CREATIVE BRIEF AND CAMPAIGN BOARD
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CONCEPTUAL STRENGTH
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Does the background information communicate effectively and thoroughly? Competitive analysis provided? Exploration what led to consumer insight and specific ad campaign idea? Would someone previously unfamiliar with the message achieve a basic, understanding of the situation? Is there evidence of primary and secondary research having taken place?
Is there a smart, big idea that holds the campaign executions/selling ideas together thematically? Might the campaign idea effectively solve the marketing problem? Is there campaign consistency? Is the big idea truly original, or have we seen something like it before? Is the big idea a successful vehicle for communicating, or does it get in the way/interfere? Is this campaign interesting/entertaining/thought-‐provoking? Is the branding reward there? Does the project cite sources of information wherever necessary to enhance credibility? Is the information presented in an organized, thoughtful manner that’s easy to follow? Does the project feel like a cohesive group effort? Were directions followed? Is the project free of grammar, spelling and punctuation errors (where applicable)?
THAT CERTAIN SOMETHING • • •
There’s something special here. This makes us say “wow”! This is the kind of work I’d share with future students, future classes. There are insights here that are groundbreaking and enlightening within this approach.
PLAYING NICE WITH OTHERS
Given to you by your group. Total on this sheet does not reflect final grade for project. This grade is not contestable. Total (add personal “playing nice with others” grade for final project score) • •
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Does the brief go beyond the expected to offer true and unique insight? Is thoughtful consideration given to developing answers that provide clarity and strong direction? Is this a focused, well-‐worded creative blueprint that provides an effective jumping off point for creatives? Does the campaign board effectively communicate the “brand essence”?
PRESENTATION AND CRAFT • • • •
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Comments:
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