Nivea is investing in its digital activity, which is expected to entice a younger audience to its brands.
Nivea owner Beiersdorf has developed a Centre of Excellence for Digital within its marketing department. The Centre works with Nivea’s marketing teams to draw attention to campaigns through digital channels.
The first project was a Nivea Soft campaign. The campaign is a good example of how the brand is increasing the sophistication of its digital channels, said Matt Marlow, digital marketing manager at Nivea. The campaign is the first time the Nivea Soft brand used Pinterest and Twitter.
The centre is building the sophistication of what the company can do with Nivea as a brand, said Marlow. He added that the Centre works with marketing teams to take communication to the growing numbers on the company’s digital platforms. With fans going online to carry out competitor price monitoring on products, and then using such pricing intelligence in purchasing decisions, it is a wise for the beauty company to invest in its digital presence.
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