How We Work : Blog

Nivea recently expanded into the premium product arena with the launch of its new anti cellulite product, Goodbye Cellulite in Singapore.

What is interesting about this that while it encompasses TVCs, print and outdoor creatives – there was no mention of online. It would seem to me to be a product ripe (no pun intended) for the online medium. Users would appreciate having access to product information, testimonials and perhaps register for a sample or 2. With the end customer invisible to most consumer marketers, the web is a good means to get information about and from them. The messaging of this campaign: centered around friendly, confident girls also makes an online grassroots marketing effort appealing.

A recent campaign by J&J’s Neutrogena, Visibly Pretty, saw more than 1,500 video blogs submitted within a 2 week period. Girls liked sharing and talking about their beauty secrets. The company leveraged a community blogging site, skyblog and used its sister radio station to drive girls to the site. Consumer generated content raised awareness about the brand and also provided the company with an opportunity to interact and learn about their audience.

Especially among women, sharing experiences and word of mouth play a significant part in how we make purchase decisions (Dove’s Campaign for Real Beauty springs to mind). Get your audiences and customers involved and they will respond in helping you drive the brand (and the product – check out Brewtopia and Jones Soda). With the persistent popularity of social networks and consumer generated content, it’s a better time then ever to utilize such mechanisms in the marketing mix.

Joanne