Advocacy Tracker: Nivea users tell others to try the brand’s products for “moisturising” and “softening” results

Advocacy Tracker: Nivea users tell others to try the brand’s products for “moisturising” and “softening” results

Analysis of explicit recommendations for Nivea shows that results are the number one reason why consumers tell others to choose Nivea. The majority of explicit advocacy occurs on the beauty community Makeupalley as Nivea users share their recommendations with potential customers.

Last week’s advocacy article looked at the different ways consumers can recommend a brand and identified three types of advocacy. Explicit advocacy is the most desirable as users are directly telling other consumers to buy a product through a call to action, such as “you should buy this”. Implicit advocacy is the most common form and occurs when consumers compare a product favourably to competitors, saying it’s the “best”. Prompted advocacy is driven by review sites asking consumers if they would recommend the product or not.
 
Comparing advocacy for skincare brands Neutrogena Naturals, Nivea and Jergens Naturals revealed that Nivea has the highest proportion of explicit recommendations. This week, our article investigates what drives Nivea’s advocates to recommend the brand to others and where explicit advocacy occurs. Analysis shows that “excellent” results are the main reason why Nivea users tell others to try the brand’s products. This suggests that Nivea should put their “soothing”, “moisturising” and “softening” results at the forefront of their brand communication.

Results drive explicit recommendations for Nivea, followed by scent and application:
Advocacy Tracker: Nivea users tell other to try the brand’s products for “moisturising” and “softening” results

 

  • Results drive 38% of explicit recommendations for Nivea: Consumers advise others to try products such as Nivea Lip Care because they “really moisturise” or Nivea body washes because they “leave you skin feeling like velvet all day”
  • Scent and application also contribute to a third of explicit advocacy: Consumers using the Sun-Kissed range recommend it to others who are looking for an “easy to apply” tanning lotion with a “fresh and powdery scent”. Identifying the drivers of explicit advocacy for specific products allows Nivea to hone in on what users value most about the product and what will convince others to buy it

The majority of Nivea explicit advocacy occurs on the Makeupalley beauty community:
 Advocacy Tracker: Nivea users tell other to try the brand’s products for “moisturising” and “softening” results
  • 43% of explicit recommendations for Nivea occur on the Makeupalley site: A community environment where consumers are asking for and sharing advice is by nature a likely source of recommendations. This shows that Makeupalley can be seen as a impactful source of information for potential Nivea customers
If you would like to find out more about our new Advocacy Tracker, you can download a full overview here or read our sample report on why consumers recommend Neutrogena Naturals. Advocacy Tracker helps brands understand why consumers recommend them to others.

 

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