Video: Brands should have a purpose to be on digital - Sunil Gadgil
Apps, Facebook, Twitter, micro sites...the Director - Marketing of Nivea India talks about how digital is changing brand communication & Nivea’s online play
With robust plans in place for digital communication, skin and body care brand Nivea is gradually accelerating its growth and presence in the virtual space. After wooing its female customers successfully, the brand is focussing to garner male attention.
Over the last one year, Nivea has been carrying out interesting digital campaigns. One such initiative was using an app called ‘Ah Deo’, through which one could download music tones and songs. The app ensured the bottom line margin limit was under control by curtailing investments and giving a better RoI in terms of brand engagement and entertainment.
Another recent digital campaign that Nivea launched was its ‘Total Face Clean-up’ campaign. The campaign was in line with the core proposition of the product – delivering five benefits in just five minutes. The campaign’s micro site was launched by actress Parineeti Chopra, who is endorsing this particular product.
To introduce the five minutes concepts, Nivea also ran a three-day anonymous Twitter campaign in which consumers were invited to tweet using the hashtag #Just5Mins with pictures, videos and links to the then unbranded microsite.
At The CMO League, an exchange4media initiative, exchange4media had a chance to have a quick chat with Sunil Gadgil, Director – Marketing, Nivea India on how digital is changing brand communication today.
“Brands should have a purpose to be on digital. The medium helps to reach audiences in an engaging way,” said Gadgil.
To know more on what Gadgil shared, watch the video
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