With robust plans in place for digital communication, skin and body care brand Nivea is all set to accelerate its growth and presence in the virtual space. After wooing its female customers successfully, the brand has now decided to shift its focus to garner male attention as well.
In an email conversation with exchange4media, Soma Ghosh, Marketing Director, Nivea India Pvt Ltd, explains how the online space has worked for the brand and the strategic approach that the company has thought out in the coming days.
On the importance of digital media for a skincare brand like Nivea, Ghosh said, “The importance of digital media is ever increasing with the target audience that Nivea addresses, it is but obvious that we would also concentrate more on this medium. As a skin and personal care brand, it is very important for us to build contact and trust with our consumers, hence it becomes imperative to be present on this medium as the interactivity that digital media provides cannot be substituted with any other media.”
But doesn’t it become necessary for a personal products brand after a point of time to come face to face with consumers at a direct level? “It is important for us at Nivea to get constant feedback from our consumers, and the Internet provides us with that opportunity much more easily,” Ghosh replied.
Last year, the brand was seen bullishly entering the social networking arena with ‘Nivea Hugs ‘n’ Kisses Fest ‘09’, which received impressive response, according to the company.
Going forward, the brand looks to shift focus from plain vanilla advertising to more engaging activities, especially for potential male customers. Ghosh informed, “Within the digital space, we will not look at plain vanilla advertising, but much more interactive activities, especially within the social networking sites that enable us to engage with the young audience as well as the male audience, who spend considerable time in this space.”
She further said, “We definitely view digital as an important component not only of our media campaigns, but also for constant consumer feedback, and going forward, it is essential for Nivea to be present in this space as well.”
Ghosh also admitted that it had become inevitable for the brand now to be available on the digital media platform. She said, “Our presence on Facebook and other social media sites have been in accordance with new product launches or to support our on ground activations, mainly to create awareness for these activities. Moving ahead, we plan to be present on the digital media in a far higher frequency than earlier as it’s a medium that is well penetrated within our target audience.”
“We have met with quite a success with our social networking activities and our website is constantly being updated by our e-brand management team,” she added. MEC, the media agency, handles the digital duties for the brand and it has a dedicated team for all the activities. Globally, Nivea has a dedicated e-brand management team that handles the digital duties for the brand.