{"id":874,"date":"2022-06-11T01:15:44","date_gmt":"2022-06-11T01:15:44","guid":{"rendered":"http:\/\/mediafusedentsu.com\/?p=874"},"modified":"2022-08-26T16:31:07","modified_gmt":"2022-08-26T16:31:07","slug":"dentsu-international-appointed-by-lenovo-for-paid-media-i","status":"publish","type":"post","link":"https:\/\/mediafusedentsu.com\/?p=874","title":{"rendered":"Nivea – Promoting Youths\u2019 Passion For Nivea Men Through Participation"},"content":{"rendered":"\t\t
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  • \n

    About the Campaign<\/span><\/b><\/p>\n

    We launched Nivea Men via a unique football
    and PR platform called The Higher Institutions Football League (HIFL); a
    9-month seasonal activation that connected the brand with the consumer passion
    in alignment with Nivea Men\u2019s global partnership with Real Madrid.<\/span><\/p>\n

    Challenge<\/span><\/b><\/p>\n

    In other markets, Nivea Men is well-known
    especially through the brand\u2019s global partnership with Real Madrid Football
    club. However, in Nigeria the brand struggled with visibility and awareness due
    to the absence of a unique platform targeted at young male consumers 18\u201335
    years old. The key challenge was how to build meaningful awareness and
    connection for Nivea men in Nigeria leveraging football as a passion as well as
    encourage purchase and trial.\u00a0<\/span><\/p>\n

    Insights\/Solution<\/span><\/b><\/p>\n

    We needed the youth to watch, play and be a
    part of Nivea Men family united through their passion. Our insight also showed
    that over 50% of our target consumers were students in Nigeria\u2019s widely spread
    higher institutions space, hence it will make business sense to leverage an
    opportunity targeting the tertiary student population to create awareness,
    participation, and connection. Then there was the challenge of the dearth of
    opportunities in this space as NUGA (Nigeria University Games) and NIPOGA
    (Nigeria Polytechnic Games Association) are no longer in existence. There was a
    need to dig deeper and innovate outside of media. <\/span><\/p>\n

    We created branded football kits for all
    universities that participated in the league giving Nivea Men more
    mileage.\u00a0 <\/span><\/p>\n

    We created public interaction events
    through press releases and media briefing sessions before and after the league
    which gave opportunity for brand managers and stakeholders to speak about Nivea
    Men.\u00a0 <\/span><\/p>\n

    We developed highlights of key matches
    across Nigerian universities and took over 1 hour airtime on DSTV SuperSports9
    every Friday at 8pm tagged GAMETIME. GAMETIME was also transmitted on key
    terrestrial network TV stations such as NTA and AIT on Saturdays primetime
    throughout the season. <\/span><\/p>\n

    We developed a SUPER 4 sub segment of the
    competition where the top 4 teams came to Lagos to compete for the grand prize
    and the winners\u2019 medals. This gave opportunity for the alumni of these
    universities to form supporters\u2019 clubs for their colleges all sponsored by
    Nivea Men. All SUPER 4 matches were transmitted live by DSTV SuperSports9
    Brought to You by Nivea Men. <\/span><\/p>\n

    We established the ELITE Awards and Gala
    Nite which was a red-carpet ceremony and final act of the season where all
    winners were rewarded including special recognition and editorials for Nivea
    Men. <\/span><\/p>\n

    Nivea Men and HIFL curated TV and radio
    commercials were amplified across major TV and radio networks pan Nigeria for
    reach and penetration.\u00a0 Amplification
    also included digital and social channels such as Facebook and Instagram for
    more engagement. <\/span><\/p>\n

    \u00a0<\/span><\/p>\n

    Results <\/span><\/b><\/p>\n

    By the end of 2021, awareness for Nivea Men
    increased by 20% <\/span><\/p>\n

    Market share increased +3 exit 2021 <\/span><\/p>\n

    Brand love grew by 200%\u00a0<\/span><\/p>\n<\/li>\n<\/ul>\n

    <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

    Dentsu International has been appointed by Lenovo, a leading global technology company, as its paid media partner for its Asia Pacific markets. Dentsu will work closely with Lenovo in the region to…<\/p>\n","protected":false},"author":1,"featured_media":1243,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[10],"tags":[],"class_list":["post-874","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-impact"],"_links":{"self":[{"href":"https:\/\/mediafusedentsu.com\/index.php?rest_route=\/wp\/v2\/posts\/874","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mediafusedentsu.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mediafusedentsu.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mediafusedentsu.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mediafusedentsu.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=874"}],"version-history":[{"count":0,"href":"https:\/\/mediafusedentsu.com\/index.php?rest_route=\/wp\/v2\/posts\/874\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mediafusedentsu.com\/index.php?rest_route=\/wp\/v2\/media\/1243"}],"wp:attachment":[{"href":"https:\/\/mediafusedentsu.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=874"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mediafusedentsu.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=874"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mediafusedentsu.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=874"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}