Creative agency develops programme of online video content
CMW, the integrated creative agency, has created a series of online videos aimed at NIVEA FOR MEN’s target audience as part of a sustained, year-long pan-regional campaign across Northern Europe.
The content, which is designed to raise awareness of the brand and skincare range, begins with a series of tutorials demonstrating how to perform bar tricks to impress their mates.
All content will appear on NIVEA FOR MEN’s website and social media properties in the UK, Netherlands, Sweden, Denmark, Norway and Finland. Through the use of fun and engaging creative, the brand offers tips and advice on how to gain kudos in everyday situations. Each trick is performed in real-time and then broken down in steps to encourage the viewer to give it a try themselves.
This execution is the first in the series. Future videos will also look to draw on NIVEA FOR MEN’s sponsorship arrangements, which include the England Football Team, Eredivisie (Dutch Football League), and the Swedish Ice Hockey Team.
Matt Marlow, Digital Marketing Manager, Northern Europe, Beiersdorf said: “We are continually looking to evolve our position within the male grooming market. We know that to build relationships we need to engage and entertain our audience in the first instance in order to raise awareness and increase consideration. CMW clearly understand our aims and have produced a creative idea that promises to kick off this year-long activity in the perfect way.”
Liz Wilson, CEO, CMW said: “Most British men don’t like moisturising but we know they like feeling a bit more confident in social situations. So we’ve created this series of useful, entertaining little films as a fun way to engage men and build the conversation around NIVEA FOR MEN.”