Nivea proves successful in targeting gay people
An online campaign run by Nivea For Men targeting gay consumers proved to be extremely successful in increasing brand awareness. The effort was launched in the summer of 2004 with ads on Gay.com and PlanetOut.com. The goal was to show an overall increase in aided brand awareness, online ad awareness, message association, gay community support, brand favorability and purchase intent. The results analysis has been carried out by Dynamic Logic which found out a 173 percent in online ad awareness, a 112 lift in message association and a 30 percent growth in purchase intent. Joseph Venezia, Nivea For Men’s marketing manager commented:
“Nivea For Men believed it would benefit from targeting gays. Our ad campaign case study results showed that we had been missing out on a huge market. We couldn’t be more thrilled with our decision to launch an advertising campaign with PlanetOut.”
