FYI mag

The brief

To create a highly interactive online magazine (e-zine) that would promote the Nivea Visage Young (NVY) beauty routine in a very subtle and engaging manner.

Initially set to run for five issues, the e-zine was conceived  by RSVP alliance between Viacom Brand Solutions, GCap Media and IPC Media. The project was negotiated by Carat Sponsorship. 

The objectives

• Increase awareness of the NVY range and educate consumers aboutthe key points of difference from the medicated teen skincare market.
• Create interest and encourage trials and purchases.
• Generate excitement around the product range of NVY.
• Develop the NVY brand personality and build a relationship with target consumers in a genuinely connecting, rather than intrusive, way.

The target audience

Young women between 16 and 19 years old.

The solution

E-zine
Strange designed, produced and edited a virtual magazine. Packed full of content covering different elements of becoming independent,  complimented by content created by the users.

The e-zine, built in Flash, uses different channels, such as podcasts, vodcasts and streaming video, to give the users more freedom of content and a more interactive and engaging experience with FYI. The UGC elements of the ezine also contribute to the stickiness of the website and help to raise engagement with the brand.

Each theme of FYI is focused on a ‘first’ concerned with a new-found independence such as relationships, leaving home and getting a job. It also features well known TV personalities such as Tracey Cox, Alvin Hall and Jo Goode.

Web 2.0 support

Social networks
Bebo, Myspace and Facebook
- Highly interactive pages where users can discuss some of the subjects on the magazine and express their feelings and opinions

Seeding
Seeding into different forums and chat rooms to let users know about the ezine and the competitions running that month. This activity proved to be very successful driving significant amounts of traffic to the site.

Display advertising
Highly engaging banners to encourage girls to visit the magazine in different sites relevant to the target audience.

Online PR
A online  press release was distributed to draw attention to the ezine and generate traffic. Through the use of keyword rich content and strategic channel distribution the website was indexed by Google within 24 hours.

Newsletters
A series of newsletters were created to communicate with the target audience on a monthly basis.

The result

The ezine has been a great success and engaged readers with the brand. The campaign has been extended by a further 7 issues.

• Increase in brand awareness and brand perception
• Increase in product sampling requests