NIVEA FOR MEN (NFM) were looking for a channel to engage and
educate men about the benefits of a daily face care regime.
Understanding that women are the main household shoppers for
their products, NFM needed to get the women on board to
encourage their partners to try their products and then spread the
word.

The Word Of Mouth Company started a 6-month face-to-face
campaign in February ’08 reaching over 42,000 women who were
partners of Nivea For Men’s target audience.

The Word Of Mouth Companies conversation starters were invited
into women’s community groups to get conversations started
around the benefits of a daily face care regime for their partners –
especially in the Australian climate. The women were all provided
with a trial pack to take home to give to their partners as a result of
the presentation.

Three weeks after attending a Word Of Mouth presentation a
tailored research survey was sent out to the partners of the women
engaged, to track their purchase and recommendation rates along
with listen to their likes and dislikes of the product.

Results from five months data of the campaign showed 55% of
households surveyed had gone on to purchase at least 1 NFM
product within 38 days of attending a presentation with 20% of
respondents purchasing 2 or more NFM products.

Word of mouth diffusion showed that 58% of survey participants
(guys) had gone on to recommend the product to their friends and
family within 38 days of attending a presentation with over 30%
recommending to at least two or more in that time. Not to mention
the women who had initially been engaged.

A database of NFM advocates has been built as a result of the
research allowing NFM to keep their advocates engaged and up-
to-date on brand news.


Credits
Client: Beiersdorf, NIVEA FOR MEN
Agency: The Word Of Mouth Company
Budget: $79,000 (AUD)