Nivea "You WOW" Internet Marketing — Business marketing , digital marketing , facebook , internet marketing , lebanon , marketing , marketing in lebanon , , nivea , nivea middle east , Online Marketing - , Only in Lebanon — Marketing in Lebanon
Wednesday, May 5, 2010

Nivea "You WOW" Internet Marketing

Following the Crest White Pearl's internet campaign "My Crest Smile", Nivea launches yet another digital marketing campaign in Lebanon "You Wow" (more of a Middle-East campaign actually) targeting the superficial layer of the society.
Using the Middle East Nivea Facebook fan page, people are encouraged to upload pictures of themselves in order to be the new model for a Nivea promotion: Angel Star. The competition has 2 stages: the first, where a panel of judges picks 5 finalists, and the second where a voting among the finalists takes place.

internet marketing lebanon
This time, the implementation leaves me pondering.

First, the ads appear in Arabic on Facebook, which in Lebanon is often linked to the lower market segments. Not a smart choice, given that Facebook users in Lebanon are by default using the English interface and are rarely part of that segment.
Second, the campaign only relies on voting in the second part of the competition, not so bright. It looses the edge of word-of-mouth, social and viral marketing that the web 2.0 marketing campaigns tend to rely on. Moreover, no comments are enabled on the website, and there's very low interactivity.

All in all, "You WOW" might be a good casting tool, but quite a weak marketing one! ...I can guarantee that it is not operating with its full potential.


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