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summary
Summary.

The aim of the campaign was to successfully establish NIVEA FOR MEN DNAge anti-wrinkle cream in the face of market saturation and a dominating competitor: L’Oréal Men Expert (LOME). To achieve this, the campaign had to activate men who expect strong anti-age benefits (current category/ LOME users) just as well as the ones who are indifferent about these for they don’t really care about some wrinkles (current non-users).

The key to success was the insight that all targeted men were proud of themselves and their achievements but did not really want to be younger or any different: “The current version of myself is the best ever”. Ultimately, this led to a promise promoting an anti-wrinkle cream without talking about wrinkles: Invest in a vital look.

In order to amplify the relevance of this promise, media placement focussed on content that was actively looked for by our target group (such as career, finance or news) while communication messages were adjusted accordingly.

The DNAge campaign proved extremely relevant and managed to:

  • attract more than 200’000 new users to the NFM franchise during the campaign in Germany.
  • become the best-selling anti-age product in France already in its first year.
  • gain significant share from long-established competitor LOME.
  • drive the whole anti-age market that would have stagnated or even declined otherwise.
objectives
Objectives.

Only One Main Objective: Successfully Establish NFM DNAge in the Male Anti-Age Market!

  • 1st year sales of DNAge to reach at least 1,5 million € per country.
    • DNAge to profit over-proportionally from anti-age market growth.
    • DNAge to steal market share from LOME: At least half of market share increase during campaign to come from LOME anti-age franchise.
  • France: Reach at least 90% of current sales of LOME’s top-seller Vita Lift Double.
  • Germany: DNAge to enable recapture of no.1 position in face care.

Secondary Goal: Increase Overall Brand Reach among Target Group.– NFM DNAge launch campaign to attract at least 100’000 new users within the target group to the NFM franchise.

1st year sales of dnage to reach at least 1 5 million per country

plan

NFM DNAgesales first 12 months

1st year sales of DNAge to reach at least 1,5 million € per country.

Male anti-age had grown into to a significant market and NFM had missed a good bit so far. To make up for the time, NFM had to score big. The benchmark was truly ambitious: 1st year sales of Vita Lift Double in its home country France, launched while the market was still booming. Yet, the DNAge campaign exceeded this by more than one third, achieving a highly competitive position right from the start.

Sales Year 1 vs. Plan (Germany)

Sales Year 1 vs. Plan (France)

+34,6%vs plan

+34,9%vs plan

2021,3

2024,1

sales in ‘000 €

Source: Nielsen

dnage to profit over proportionally from anti age market growth
DNAge to profit over-proportionally from anti-age market growth.

In both countries, the campaign managed to attract new consumers to the market. Ultimately, it turned out that NFM DNAge did not only profit from market growth but was indeed its most important growth driver. In France it was even the only one and the market would have shrunk if it hadn’t been for DNAge.

Market DevelopmentWithout & With DNAge(Germany)

Market Development Without & With DNAge(France)

22,6

46,8

market growth anti-age 2007 vs 2008 in %

market growth anti-agewith NFM DNAge

12,8

-15,1

market growthanti-agewithout NFM DNAge

Source: Nielsen

slide5

NFM DNAge

LOME Vita Lift Double

LOME Vita Lift

LOME Wrinkle Decrease

DNAge to steal market share from LOME: At least half of market share increase during campaign to come from LOME anti-age franchise.

The DNAge campaign did not only prove highly relevant for new but also existing category users within the LOME franchise. Building on a strong insight, the campaign was able to make men switch their current brand choice.

Market Share Development Anti-AgePre-/Post-Campaign (Germany; March - June)

Market Share Development Anti-Age Pre-/Post-Campaign (France ;March - June)

+18,1 pp

+6,6 pp

- 17,1 pp

- 5,1 pp

market share development in percent points

Source: Nielsen

france reach at least 90 of current sales of lome s top seller vita lift double
France: Reach at least 90% of current sales of LOME’s top-seller Vita Lift Double.

To win the fight over LOME in France, its home turf and most advanced market in male grooming, NFM had to prove its expertise without the up-market high-tech heritage of L’Oréal. And so it did. The goal to end up on eye-level with the best-selling product in the market was even outperformed and DNAge clearly took over the market lead in anti-age.

Sales 2008 (France)

No.1

NFM DNAge

goal:1730

sales in ‚000 €

LOME Vita Lift Double

LOME Wrinkle Decrease

Source: Nielsen

germany dnage to enable recapture of no 1 position in face care

NFM DNAgespendings

LOME market share face care

NFM market share face care

Germany: DNAge to enable recapture of no.1 position in face care.

Early 2008 LOME replaced NFM as leader in face care in Germany – homeland and most important country for NFM. Winning this position back was only possible via a prosperous anti-age business. Driven by the success of DNAge, NFM managed to regain market leadership and pushed back LOME to a comforting distance.

Market Share Development NFM vs. LOME (Germany)

No.1

1000

market shares in %

spendingsin ‚000€

500

Source: Nielsen

slide8

NFM users

Pre campaign

NFM userspost campaign

NFM DNAge launch campaign to attract at least 100’000 new users within the target group to the NFM franchise.

DNAge was the first NFM product to specifically target men 35 to 55. The new product should not only sell DNAge but also make the whole brand relevant for new consumers. Despite already being used by more men than any other male grooming brand, the goal of 100’000 was greatly exceeded and more than double the number of men were pulled into the NFM franchise.

NFM Reach Among Men 35-55 Years Old (Germany)

220‘000new users

brand users in ’000

Source: TDW panel survey Feb/Mar 2008 & Jun/Jul 2008

conclusion
Conclusion.

The DNAge launch campaign was a complete triumph, clearly exceeding all expectations. Its success was based on three pillars:

1.) A new, strong consumer insight: “I do not want to be younger or different – my current version of myself is the best ever.”

2.) A new creative approach to the market: Promoting a wrinkle cream without talking about wrinkles.

3.) A very focussed media strategy:Connecting DNAge to relevant topics (job, finance, news-related) and environments (e.g. business trips).

The DNAge campaign enabled NIVEA FOR MEN to become a leading market player in anti-age against a extremely powerful competition and thus building the necessary bases for further growth in male face care.

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