SAN FRANCISCO, Jan. 31 /PRNewswire-FirstCall/ -- A targeted marketing
campaign on the web sites Gay.com and PlanetOut.com, both owned by parent
company PlanetOut Inc. (Nasdaq: LGBT), has led to a dramatic increase in brand
awareness among gay men for NIVEA FOR MEN, a skin, hair and body care
product-line. PlanetOut Inc. operates web sites catering to the gay and
lesbian community, a market with an estimated buying power of $485 billion
annually in the U.S. alone.
In an effort to reach gay men, NIVEA FOR MEN developed an online
advertising campaign to run on Gay.com and PlanetOut.com. The goal of the
campaign was to show an overall increase in aided brand awareness, online ad
awareness, message association, gay community support, brand favorability and
"NIVEA's branding campaign was a tremendous success," said Mark Elderkin,
PlanetOut president and founder of Gay.com. "All of the brand metrics
established by NIVEA's online campaign, such as message association, purchase
intent and brand awareness, showed significant increases."
The campaign was launched in the summer of 2004 on the PlanetOut Inc.
websites, with a Dynamic Logic AdIndex(R) Research Study commissioned to
measure the program's effectiveness. The research was conducted through online
interviews with 798 site visitors. The NIVEA FOR MEN campaign research study
showed especially large lifts average increases in the following areas:
-- +17.1 points (delta)(1), 173 percent lift in online ad awareness
-- +4.0 points (delta), 112 percent lift in message association
-- +9.0 points (delta), 30 percent lift in purchase intent
-- +6.7 points (delta), 21 percent lift in gay community support
-- +5.9 points (delta), 17 percent lift in brand favorability
-- +7.5 points (delta), 10 percent lift in aided brand awareness
"NIVEA FOR MEN believed it would benefit from targeting gays," said Joseph
Venezia, NIVEA FOR MEN's marketing manager. "Our ad campaign case study
results showed that we had been missing out on a huge market. We couldn't be
more thrilled with our decision to launch an advertising campaign with
The study also demonstrated product need and interest in the gay market.
Nearly two-thirds of respondents from the exposed group(2) felt that skin
condition was either extremely or very important to them. Frequency of
exposure to the advertisements was also important. When respondents saw the ad
four or more times, the study showed an estimated 12-point increase (a 37%
lift) in the perception that NIVEA is supportive of the gay community. Various
independent studies show that a majority of gays and lesbians go out of their
way to purchase products and services marketed directly to them in gay media.
About PlanetOut Inc.
PlanetOut Inc. is a leading global online media company offering consumer
services, news and entertainment to the lesbian, gay, bisexual and transgender
community. The company serves its growing base of more than 3.3 million active
members worldwide through a comprehensive group of branded businesses
featuring diverse chat, news, entertainment, travel, dating, personal finance,
career, shopping and community services at Gay.com, PlanetOut.com and
Kleptomaniac.com. PlanetOut, based in San Francisco, offers FORTUNE 1000
advertisers access to what it believes to be the most extensive network of gay
and lesbian people in the world. Gay.com ranked number one, among all websites
measured, for average time spent per visitor in September and October 2004,
according to Nielsen//NetRatings' Loyalty Stickiness Report for at-home
visitors in the U.S.
About NIVEA FOR MEN
NIVEA FOR MEN, the first mass market line of face care for men to go
beyond shaving, is a complete range of skincare products specially designed
for men to help improve the condition of facial skin. The NIVEA FOR MEN line
includes Double Action Face Wash, Deep Cleaning Face Scrub, Daily Protective
Lotion SPF 15, Revitalizing Lotion Q10, Oil Control Wash & Lotion, Shaving Gel
and After Shave Balm in Mild, Sensitive and Fresh Cooling.
About Dynamic Logic
Dynamic Logic is a leading independent research company with expertise in
marketing effectiveness. Dynamic Logic's three main product areas are:
AdIndex(R) for online advertising, CrossMedia Research(TM) for multi-vehicle
campaigns and MarketNorms(R), an advertising effectiveness database. Founded
in 1999, the company is headquartered in New York City with offices in
Chicago, San Francisco, Los Angeles and London.
AdIndex is Dynamic Logic's research application to measure advertising
effectiveness. AdIndex studies are run in conjunction with an online ad
campaign and are designed to provide advertisers, agencies and publishers with
traditional brand metrics that allow them to gauge the impact of their online
advertising campaign. Every time a client's ad is served to a web site
visitor, an exposure is recorded in the AdIndex exposure database. Visitors
are randomly intercepted to take a brief survey and, upon their consent, are
asked a series of questions designed to measure the branding impact of an ad
campaign. Responses are broken out by those exposed to an ad and compared to
those not exposed. To isolate the impact of online advertising on various
communications metrics, AdIndex uses an exposed/control methodology: Since
both groups are recruited from the same websites and the only variable between
the groups is exposure to an ad, AdIndex can measure the impact that exposure
has on metrics such as brand awareness, ad recall, message association and
purchase intent. The strength of AdIndex's methodology ensures that results
are valid and reliable, as well as actionable since results are reported in
real time via the online results interface.
(1) Source: Dynamic Logic AdIndex, Sept. 2004, n=798; Delta=Exposed-
(2) n=400 exposed respondents
SOURCE PlanetOut Inc.