Nivea For Men puts digital at centre of marketing

FMCG giant Beiersdorf is overhauling the marketing strategy for its Nivea For Men brand, shifting focus away from traditional media to digital.


The skincare brand has begun a nine-month campaign to promote Nivea For Men’s sponsorship of the England football team.

It marks the brand’s first social media push, along with its first web-only TV series, and is designed to allow consumers to help shape the campaign content.

According to Nivea For Men digital manager Matt Marlow, the campaign marks a “step change” in how it markets its skincare products.

“We’re shifting our focus and spend heavily toward digital because it lets us involve consumers more intimately with our campaign content,” he says.

Brand manager Linsi Key said the traditional media methods it has used in the past, such as TV and print, won’t help it deliver its brand objectives.

Key adds: “Previously we leaned heavily on traditional media, but it meant guys that weren’t involved in the category could just switch off. But this is less of an ad campaign and more of a campaign for consumers to be involved with. We want to really push the boundaries in digital media.”

To strengthen the brand’s association with the England football team and promote its message “Preparation is everything”, it’s offering the chance for amateur football teams to enter a competition, called the Great Football Experiment.

The winning team will receive England-standard training during a full football season with FA coaches, physios and nutritionists.

The winning team will also be filmed throughout the year, with the footage made into a series of monthly webisodes available to watch on YouTube and the dedicated online hub, while clips will also appear in display ads during the campaign.

The campaign will be supported by former England manager Terry Venables and coaches Ray Wilkins and Ray Clemence.

The campaign includes Nivea For Men’s first Facebook page. Fans have been asked to vote for their favourite amateur team, from a shortlist of three, via the page.

The brand does not intend to sell products through the Facebook page, but it will look at introducing exclusive discounts for those who engage via the social network.

Nivea also formed a cross-platform tie-up with digital radio station TalkSport.

Marlow says the approach is a major departure for the brand. “We’re relinquishing control over the brand to our consumers,” he said.

Nivea is working with media agency Carat and creative agency CMW on the campaign.

This story first appeared on For more digital stories and analysis’ from NMA click here now

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here