To help launch its latest campaign, Nivea Men addressed consumer insights that revealed most men actually avoid shaving due to the irritations that can occur. With this in mind, it developed the “Silence the Irritation” campaign to help educate men on the important role skin care plays in providing a comfortable shave. To help bring this campaign to life in a relevant and highly-engaging way, Nivea Men partnered with digital media company Break Media, a leader in male-targeted content creation and distribution, to launch a multi-layered campaign.
These findings also laid the groundwork for the “Silence the Irritation” campaign, which included a branded Nivea Men hub on Break Media’s online men’s lifestyle platform MadeMan.com, as well as the launch of an eight-episode comedy series titled, “Just Face It.” To help gain interest and resonate with the target consumer, Nivea Men and Break Media knew it was imperative to enlist a celebrity to star in the series and found a perfect fit in Damon Wayans, Jr. “Just Face It,” which followed Wayans’ character through day-to-day irritations.
In addition to housing each episode of the “Just Face It” series, the branded hub featured Nivea Men Sensitive products to correlate with “silencing the irritation” of shaving and more.