Nivea has built the profile and brand awareness of its ‘For Men’ using a marketing strategy that almost exclusively focused on traditional media and channels. However, faced with the ongoing challenge of engaging the male skincare market and recognising the audiences fast growing adoption of new technologies and communication channels, the brand decided it was time to take a more digital-orientated approach to leverage its sponsorship of the England Football Team to reach this male market.
The aim was to launch a campaign that would use digital channels and expertise to further leverage the brand’s existing association with football in a way that would resonate with the male target audience. To achieve this, Nivea devised and launched the ‘Great Football Experiment’.