Beiersdof – Nivea

Beiersdorf - Nivea

Incrementing sales by onboarding new buyers for two product lines with strategically planned and executed promotional campaign

Case study
With The Grivy Growth Platform, Nivea was able to substantially increase sales conversions, with specific focus to recruit new buyers for two product lines: Nivea Deo & Body Serum. With the promotional campaign attracting interest at scale with tactical triggers both online and offline, Nivea was enabled to initiate consumers on a journey to product purchase by presenting them a relevant value offer to power their purchase at stores nearest to them.
2>.3x
Uplift in sales conversions supported with the ability to multiple redemption nudging repeat purchases among recruited buyers.
1>.5x
Uplift in consumers’ willingness for data sharing owing to the perfect balance in value exchange struck with multiple redemption enabled for bundle value offer
74>%
Brand buyers recruited with the relevant value offers reaching the right audience to take them on a seamless journey to product purchase
The story
With Nivea, timeless beauty is the real deal !
Nivea, a legacy skincare brand by Beiersdorf, with a century long history of catering to diverse skincare needs, embraces its timeless commitment to nurturing healthy, radiant skin with its product. Nivea is known to adapts to evolving trends with a blend of science and care, thus setting new skincare standards, and proving a trusted global favorite.
Beiersdof – Nivea
The goal
An ambitious goal of high sales numbers with newly recruited brand buyers !
Nivea partnered with Grivy with its primary agenda to drive sales conversions at incremental scale & pace. With Grivy campaign reaching out to its high potential target audience with tactical trigger both online with location-based messaging, and offline with QR code wobblers strategically placed at partnering retail channels, the brand was enabled to recruit new buyers at an accelerated pace. With a relevantly designed value offering unlocking the opportunity to multiple transactions for each new buyer supported amplifying the sales results the brand aimed for. The data collection capabilities along with the trackability of campaign, the brand was further powered with insights on its identifiable new buyers to drive future efforts.
The solution
Attracting interest with a 360 degree campaign trigger, attaching buying affinity for two product lines to drive incremental sales figures !
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The result
Amplified campaign results with 2.3x uplift in sales conversions !
Nivea was enabled the opportunity to drive new growth with accelerated recruitments leveraging Grivy integrations of:
● Offline in-store trigger to engage consumers for product trial by strategically leveraging their buying momentum
● Online-to-offline store promotions engaging consumers with location-based messaging on a journey from product awareness to trial with store purchase owing to the exciting gaming integration within journey.
● Tracking capabilities integrated at each step of the Grivy user journey enabling to assess consumer interactions to optimize the campaign in real-time and drive maximized purchase intent.
● Customer data acquisition of first-party consumer data validating campaign participants and enabling to identification of the sought-after target segment for future efforts.

Thus with this campaign, the brand not only meet its immediate agenda of increased sales conversions and recruitment of new buyers simultaneously to two of its product lines, it was presented with a world of future opportunities to drive new net growth with the first-party data acquired on campaign participants and the behavioral trends unleashed with trackability of campaign.
Beiersdof – Nivea
PRODUCTS USED
Attributions
Captivate audience attention and enable smart redirects.
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Coupons
Digital-first coupons to redeem products in the offline store.
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Footfall
Call-to-action with location intelligence to find nearby stores.
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Authentication
First-party consumer data collection and activation.
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Advocacy
Share and referrals to drive earned media exposure.
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Survey
Total Brand Equity Study to unleash consumer insights useful to brand
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We as a brand have always strived to set ourselves apart by remaining relevant to our buyers. With Grivy, being able to peek into our consumers’ purchase behaviour and identify who our buyers are, will definitely be the pillar to drive our future efforts in alignment with our core agenda. The retail enablement integrated in the campaign journey was a unique capability we unlocked with Grivy and was pivotal to drive sales conversions at scale.
Sabrina Diandra
Marketing Manager Personal Care, Beiersdorf ID

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