When investing in digital content, most brands target women. Nivea and Givenchy, featured in a Flash of Genius in our Digital IQ Index: Beauty | UK, broke up the conversation. Nivea UK launched a series of “Life Hack” videos on YouTube about solutions for everyday problems such as smelly shoes, hard-to-iron shirts and messy drawers. (The videos say the solution is to place shoes in the freezer, put shirts in the dryer with an ice-cube, and to fold clothes on their side for easy viewing.) At the end of each video, a Nivea-related life hack is offered as a solution to “look and feel good.”
The videos were promoted on the Nivea Men U.K. Facebook and Twitter accounts with the hashtag #lifehack. The Nivea Life Hack Commercial, which also ran on TV, was viewed 77,409 times on YouTube.
Givenchy launched the “Be a Gentleman!” campaign promoting its new “Gentleman Only” cologne with a Facebook app enabling users to instantly win bottles of the fragrance. The brand concurrently ran an Instagram contest that rewarded the best submission hashtagged #GentlemenOnly with a trip to New York City and €2,000 to spend at Bergdorf Goodman.
Women account for the majority of beauty sales but men in the U.K. and U.S. have recently become more interested beauty routines and products. Brands ahead of the curve in engaging and personalizing content for male beauty consumers are likely to have an advantage over others.