Nivea aimed to reach the audience when there is a maximum profitability of finding them online – during ad reaks on TV when the audience is likely to engage in cross – media consumption. The strategy was to leverage the small window of opportunity when the audience is distracted by the TV by reaching them on a econd screen in real time. Nivea reached this audience by syncing its’ digital campaign with its own TV ads nd selected sporting events – not only did this ensure breaking the mainline to online journey of the audience for the competitor, but also aided to increase Nivea’s own audience engagements.
Nivea aims to target sports and football on KTN, NTV, Citizen TV and Supersport Channels, ith the aim of high click engagement and reach. Sync against Nivea self ad by displaying the Nivea for men creative during the launch of he Nivea men deep campaign.
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