CRN Case Studies

Page 1

P

CRN Case Study Nivea Hand & Body Products

Objectives: Beiersdorf wanted to increase penetration in its prime Nivea markets and generate additional awareness and trial, while preparing for a re-launch of the product line in the fall of 1994. Additionally, it was agreed that support for the trade was also essential in achieving the prime objectives.

Strategy: Create thematic programming and promotions that would reinforce Nivea's positioning as an upscale, European product appealing to the "women of the'90s."

Gampaign Description: CRN negotiated with radio stations to air several different promotional packages and a :451:15 advertising schedule to deliver the exposure and excitement needed to generate sales.

Euro-Style. One station in each market aired a CRN-created one-minute radio program entitled Euro-Style. This program otfered listeners interesting tidbits about European fashion trends, travel tips, personal profiles of famous Europeans, etc. The strategy behind this was to make the connection between Nivea as a European product and the target, upscale audience, who raould undoubtedly be interested in Europe. This station also gave away a luxurious vacation to Paris, France. The sweepstakes was supported by in-store point-of-sale- displays encouraging consumers to enten Several Euro-Style stations also aired Nivea Europe Trivia Contests and offered qualifying prizes of Nivea hatboxes containing Nivea products and assorted gifts. Nivea Blue Hawalr; One station in each market gave away a trip to Maui, Hawaii, on behalf of Nivea. This concept was designed to tie in to the recognizable blue bottle.

Niveg Blue Trtvia; Several of the Blue Hawaii stations also aired Nivea Trivia contests where all the questions or answers referred to something blue, again as a tie to the blue packaging. Nivep ClassicVaetion: A third station in each market aired a Nivea Classic Vacation Sweepstakes where listeners had the opportunity to win a fabulous classic spa vacation in Forida. This was meant to tie into Nivea's long history as an upscale hand and body product.

Sampling: Most stations also gave away Nivea sample-sized product as well as attractive hatboxes logoed with Nivea and filled with Nivea and other pampering products.

Results:

'The campaign generated over 161 million audienec imprassions.

'

The campaign generated over 33 million bonus audience impressions and a total of 3171 bonus units over the course of the eight weeks.

'

The campaign successfully created an emotional bond between Nivea and its consumers that will likely continue with the product re-launch.

'

CRN averaged a reach of 61% in the full promotion markets.

'

Over 70 Nivea retailers participated in the :451:15 component.


Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.
CRN Case Studies by Tara Scatterday - Issuu