Marketing Article Analysis

In: Business and Management

Submitted By mengluo415
Words 1389
Pages 6
7 August, 2013
Meng Luo

Article Analysis: “Nivea Reboots Successful Online Contest with E-commerce”

Summary: On Jul 16, 2013 the Chief Marketer published an article “Nivea Reboots Successful Online Contest with E-commerce” by Patricia Odell. The article started with the statement that taking a winning promotion to a new and even more successful level is what every agency would like to do for its clients. The article used the example of how Nivea and its digital agency of record, Rosetta, did to interpret this statement. The article went on by stating that Nivea ran an online contest featured the “Kiss of Style Cap Contest”, encouraging entrants design caps for its lip care products last year. The article continued to explain that the participators enjoyed the contest but wanted the real thing, and that they did not just want to design a virtual cap, they wanted the cap itself too. Specially, Carole Rissman stated that a big amount of their consumer wished they could purchase their designed lip balm caps. The article went on to present that a new “always on” system was initiated to add an e-commerce piece by Rosetta to create a new revenue stream, aiming to lead the promotion to the next level. The program would grow overtime and create lasting relationships. The article also interviewed Dave Foster, an account director at Rosetta, who stated that “We realized last year that this experience really resonated with the core audience,” to approve that the core target of Nivea lip care was style conscious young women who thrived on shared experiences. The article went on to state that the new robust tool developed by Rosetta has been optimized to be mobile and tablet friendly,such as the designed cap can be viewed in real time in 3-D, provided more choices of products, cap designs and more patterns symbols which could be added to the design, and offered…...

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