Leonie Bulman's recent articles
Nivea engage men around staying fresh in summer with a dedicated Facebook page
Nivea shows that a dedicated Facebook page for men can help understand what their key concerns are when it comes to personal grooming.
Alongside their main UK Facebook page, Nivea also have a dedicated UK page for male fans to engage with their grooming products. The Nivea for Men UK page uses vastly different topics from the main UK page to connect with male fans, including sports and seducing women.
WaveMetrix analysis shows that having a dedicated social media handle for men boosts overall engagement around Nivea UK by 18%, with an extra 80K fans. This suggests that men are more likely to engage with traditionally female-oriented industries such as skincare when they are given their own environment and targeted community management. Most importantly, it provides Nivea with a wealth of information surrounding the key concerns men have when it comes to skincare.
Nivea for Men UK page adds 18% to the total Nivea UK community size:
- The Nivea for Men UK page boosts total community size: With over 80,000 followers, the Nivea for Men UK increases total Nivea UK engagement by 18%. This suggests that industries with a traditionally female fanbase can attract male consumers by giving them their own space for brand engagement
Staying fresh in the heat is the key concern for Nivea's male Facebook fans:
- Staying fresh in the heat is the top concern for Nivea's male fans: Engagement from Nivea for Men UK's fans is all about how to keep skin smelling fresh "all day" despite the hot summer weather. Male fans mention Nivea products such as the Dynamic Powder deodorant
- Other topics such as seducing women and nights are also important to male fans: Some discuss the shower gel and deodorant they prefer to use when going on a date or on a night out with friends. This suggests that having a dedicated male environment can help men discuss grooming in a more open way