Nivea shares tips to connecting with the Malaysian woman

Today, many brands from sports, fashion and alcohol are actively pursuing the female dollar. But how that happens is changing fast. A recent ad spend report from admanGo shows how much the media market has changed, with TV no longer being the only powerhouse for reaching consumers.One campaign which has managed to win over the love of consumers is Nivea's Inspiring Gratitude with Mother’s Love. The campaign won bronze in the Excellence in marketing to a female audience in the recently concluded Marketing Excellence Awards Malaysia.We sat down with Jaren Ong, group brand manager of Beiersdorf (Malaysia).This post was done in conjunction with Media Prima.A+M: Tell us a little bit about the business objective of the campaign and the execution strategy?Nivea: We all know Nivea Creme – the blue round tin with the white creme and its unforgettable scent. It is timeless formula that has been part of people’s lives around the world for over 100 years. People around the world have trusted the creme to care for their face, body and hands. Our objective is to bring the brand closer to consumers. To once again remind consumers about Nivea Creme – a timeless formula that has stood the test of time.A+M: Tell us about the concept behind the ad.Nivea:  Nivea Setulus Belaian Kasih Campaign was launched to create the awareness and encourage the consumers to join Nivea in helping the under-served families to celebrate Raya this year. A mother is the backbone of every family. She gives her utmost selfless love to her children and provides them the feeling of being safe and protected which is synonymous with Nivea Creme, the snow-white cream in the blue tin that many people are familiar with, that signifies a mother’s love and care. In this campaign, Nivea promotes the family values of care, trust and love which are essential to building a caring society.A+M: What do you take note of when targeting female audiences?Nivea: Our brands are trusted by consumers all around the world. We stay as close as possible to their skin care needs by balancing international trends with local understanding. Therefore, understanding your consumers and knowing them as close as your best friend is key.https://vimeo.com/193645536