Nivea, the Beiersdorf-owned skincare brand, is using its first cross-media branded content campaign to target 16to 19-year-olds.
It will support Nivea Visage Young range across radio, TV and print. It will also promote a branded e-magazine covering issues affecting the target group.
The five-month deal, which launches this month, has been negotiated by Carat Sponsorship with RSVP, the commercial alliance between IPC Media, Viacom Brand Solutions and GCap Media.
The campaign includes advertorials and promotions on the Hit 40 UK chart show and website, spots on TV music channel TMF and two advertorials in the December issue of Look magazine.
The activity will be backed by online advertising and interactive initiatives.
The campaign will push five monthly e-zines available at www.fyimag.co.uk, created by digital agency Strange Corporation. Each issue will also include music and entertainment content, podcasts and vodcasts.
Nivea Visage senior brand manager Nicole Goodwin says the initiative allows the Nivea Visage Young sub-brand to build its own personality among teenage girls.
Nivea is repositioning itself as a beauty brand that promotes more than just appearance. The strategy has been criticised for its similarity to rival Dove’s real woman campaign (MW September 5).