NIVEA FOR MEN Proves Effectiveness of Gay Online Advertising Targeting Gay Men

PlanetOut Campaign Delivers Major Branding Impact

Jan 31, 2005, 00:00 ET from PlanetOut Inc.

    SAN FRANCISCO, Jan. 31 /PRNewswire-FirstCall/ -- A targeted marketing
 campaign on the web sites and, 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 and 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
 purchase intent.
     "NIVEA's branding campaign was a tremendous success," said Mark Elderkin,
 PlanetOut president and founder of "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, and 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. 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.
     About AdIndex
     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-
 Control; Lift=(Exposed-Control)/Control
     (2) n=400 exposed respondents

SOURCE PlanetOut Inc.