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.”adidas advergame advergames advertainment advertising ambient marketing australia belgium best brazil coca-cola email marketing facebook fashion france germany google heineken ikea infographic italy japan marketing mobile content mobile marketing msn nike nokia online ads online advertising online campaign online marketing print advertising rich media samsung sms spain sweden tvc twitter uk video of the day viral marketing volkswagen wieden + kennedy