Integrated Marketing Communication (IMC) is a simple concept. It ensures that all forms of communication and messages are carefully linked together. Nivea has been doing that for over 100 years, being the number one skincare product in the world.
By integrating messaging across various platforms, IMC gives a brand a chance to manage consumer perceptions in a positive way.
Brief History:
It all started in Hamburg in 1911, when Dr Isaac Lifschütz, Dr Oscar Troplowitz and Prof. Paul Gerson Unn perfected the formula to create NIVEA. In 1914 Ocean liners and the first seaplanes connect countries and continents, making long-distance travel easier and enabling expansion into international markets. The newly founded Beiersdorf seized this opportunity: just three years after its launch, NIVEA Creme is available on every continent.
In 1924, NIVEA produced their first men's product and in the same year, NIVEA appeared on the famous blue tin, which remains iconic of the NIVEA brand today.
LEFT: The first NIVEA ads in 1911/1912
Fast Forward to 2022:
Nivea has positioned itself as a reliable and innovative product that consumers can trust. Nivea has been carrying out proper brand positioning, in which their product slogans are clearly marked in each segment of the advertisement.
Everything a brand says in its marketing communication, whether it be traditional or digital media, sends out messages to its consumers.
NIVEA's brand values have changed little over the decades and are summarised in the phrase 'Trust NIVEA to care for your skin'. These values are communicated via clean, fresh, healthy, and positive imagery in all of NIVEA's promotional material and advertisements.
The brand was based on four values Care, Simplicity, Courage and Trust which were highly represented and empowered the characteristics of a strong woman
The NIVEA brand can be associated with Care, Simplicity, Courage, and Trust, which are highly represented and empowered in the characteristics of strong women around the world. All words are linked to NIVEA's product development as well as its marketing campaigns. NIVEA endorses self-confidence, natural beauty, self-care, and all-around self-love and acceptance and nurturing of people from the outside in.
NIVEA's brand values and vision is displayed on its digital marketing channels and this is relayed into the content that the brand puts out on its social media pages as well as print media.
NIVEA uses these channels to promote its core values as well as introduce new products into the market, solidifying its spot as one of the market's best, most affordable, and relatable skincare brands.
The second unique value proposition that the brand prides itself on is that the brand is committed to "ONE SKIN. ONE PLANET. ONE CARE." NIVEA is committed to reducing its impact on the environment, its ecosystems, and its inhabitants by developing and producing skincare that is gentle on the skin and the planet.
This was clearly conveyed with a campaign for their Biodegradable plant-based wipes, of which 45% of packaging is made from repurposed material. This new line is still in line with NIVEA's core brand values and vision.
Brand resonance is the emotional connection between a consumer and a brand or product. The stronger the emotional bond, the higher the likelihood of purchase, which is what NIVEA also does extremely well. NIVEA’s advertising always shows happy, satisfied, and sparkling people, families or couples. They are all key images that have an emotional appeal, whether it be a young lady cleansing her face after a hard day's work or a family at the beach, using NIVEA Sun Care products.
NIVEA's Facebook and Instagram:
The brand has a good following on both social media platforms and communicates with its followers and consumers 3-4 times a week. The feeds of both these platforms are the same although the engagement is different. NIVEA thrives on engagement and feedback as its page bio on Facebook states: Thanks for visiting NIVEA on Facebook! Do you have some helpful skincare secrets? Stories or memories of your favorite NIVEA products? Don’t keep them to yourself - share them with everybody.
NIVEA's Instagram page is tagged with photos full of confident individuals who are proud to be consumers and to be associated with the brand as well.
The brand is positioned to appear as genuinely having the consumer's best interest at heart and being the trusted skincare partner. NIVEA follows an aligned approach when posting to its social media pages, as all of its content, across all digital platforms, are duplicates. This ensures the same message is put out into the world. Overall, NIVEA's IMC approach is well integrated, is consistent, and represents the brand values perfectly.
What is your opinion on Nivea’s Integrated Marketing Communications? Which is your favourite campaign/product?
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