Leonie Bulman's recent articles
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.
- 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
- 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