Retail Media
Clean room insights
Media Activation
Deterministic Measurement
Sales Lift
Sales Lift tying in-store and online purchases via deterministic data
102%
Incremental Revenue
53%
New Shopper Growth
116%
Incremental Shopper Growth
With over 110 years of expertise, NIVEA is considered the inventor of modern skin care and the leading skin care expert in the world. An iconic brand millions of people trust and love.
Understanding the importance of healthy, beautiful looking skin and celebrating all the positive, joyful and connecting experiences that come with it – NIVEA embodies togetherness, positivity and reliable care for everyone and all skin types. Being the world’s No. 1 skin care brand* comes with a responsibility that goes beyond skin. That is why NIVEA strives to improve the environmental compatibility of the whole assortment and actively fights social isolation through its global social mission, NIVEA CONNECT. NIVEA is for skin.
*Source: Euromonitor International Limited: NIVEA by umbrella brand name in the categories Body Care, Face Care and Hand Care, in retail value terms, 2024.
The Challenge
MENA boasts one of the world’s most dynamic markets for beauty brands, valued at $46bn in 2024.
As a major global brand, Beiersdorf has high aspirations within the market known as the ‘birthplace of beauty’, and wanted to run a campaign for their NIVEA Natural Glow brand to:
- Drive sales growth across the Middle East
- Increase market penetration amongst new-to-brand buyers
- Drive market share
- Boost overall sales performance
The challenge was how can they do this smarter than their competition to strengthen their market penetration, and adopt a new-to-market, retailer-centric strategy that will help NIVEA achieve these objectives, drive and take the learnings to set up for future success?
Our first pilot with Carrefour, Publicis, and LiveRamp truly showcased the power of deterministic audiences. By combining retail data and media via clean rooms, we achieved exceptional results in our online campaigns, surpassing even our Ramadan benchmarks, which is one of our highest-performing periods. This proves the real impact of leveraging deterministic audiences at scale.
Hind Abou Lteif / Media Lead / Beiersdorf
The Solution
Beiersdorf partnered with leading agency Publicis MENA to develop a strategy for the NIVEA Natural Glow promotion, leveraging first-party audience data from CPG retailer Carrefour via LiveRamp’s clean room technology.
Utilising insights developed in a data-responsible manner, Publicis were able to develop a campaign to run across platforms such as TikTok, Instagram and Facebook. This meant that NIVEA were able to precisely target prospective audiences based on deterministic insights, and take a data-driven approach to media activation and brand experience. This also allowed Beiersdorf to measure the impact on the customer journey for each ad that ran across the social platforms, and how that converted into conversion at the point of sale.
The promotion involved a strong, first-to-market partnership between the brand, agency, retailer, their holding company and social platforms, all using LiveRamp as the orchestration layer for secure collaboration.
This pilot demonstrates the real power of combining retailer data, clean room technology, and strategic media execution. Beyond the impressive uplift in revenue and new shoppers, it lays the foundation for a new era of data-driven growth across the region.
Mazen Mroueh / Head of Performance Product & Operations & Retail Media / Publicis
The Results
Owing to the data-driven approach taken by NIVEA, shoppers were massively responsive to the NIVEA ‘Natural Glow’ campaign, outperforming the targets on each objective;
- +102% Incremental Revenue
- +53% New Shopper Growth
- +116% Incremental Shopper Growth
- 94% New Shoppers were New to Brand
Partnering with Beiersdorf on this journey shows how forward-thinking brands can leverage retail media to set new benchmarks for measurable impact and deliver scalable growth.
Basith Abdul / Performance Director / Zenith
What's next?
With such strong results, both Beiersdorf aims to continue rolling out additional campaigns, continuing to unlock new insights, omnichannel targeting and activation strategies and robust performance measurement across retail audiences through the Carrefour partnership, utilising LiveRamp’s collaboration technology.
This will help to refine their strategy moving forward for even greater success, and give more insight into performance benchmarks as online and offline retail media strategies are adopted in greater numbers across the region.
If you’re ready to join the world’s most innovative companies and explore what data collaboration can do for you and your partners, LiveRamp is ready to help!