Beiersdorf – Nivea Lotion & Sunscreen Campaign

Beiersdorf - Nivea Lotion & Sunscreen Campaign

Effectively actualizing on economies of scale by aggravating new recruitments with data powered online-to-offline promotional campaign efforts

Case study
Nivea was able to elicit the highest returns on its promotional efforts in partnership with Grivy that supported to unlock online-to-offline purchase journey in partnership with stalwarts of modern trade, Alfamart and Indomaret. The brand was able to target high potential audiences with intriguing prompt and take them an attributable path to in-store sales conversions.
61>%
Intent supported with the ability to multiple redemption nudging repeat purchases among recruited buyers.
2>X
Efficiency achieved in driving economies of scale with the ability to elicit highest impact of promotional efforts with precision led campaign targeting.
93>%
New 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.
Beiersdorf – Nivea Lotion & Sunscreen Campaign
The goal
Upscale recruitment drive with data-powered online to offline promotional campaign
With a successful campaign in collaboration with Grivy behind them, setting the ground for beyond benchmark new recruitments, Nivea persevered to scale up its promotional campaign nationwide with The Grivy Growth Platform with an agenda to succeed in the modern trade landscape with incremental sales transactions among new and repeat buyers owing to the power of Grivy led online-to-offline campaign targeting the right audience with the relevant value offering and onboarding them on a seamless and attributable journey for multiple promo redemptions and thus purchases at their nearest stores. With data collection capabilities in an omnichannel buying environment, the brand was presented the opportunity to power their future growth and retargeting strategies with meaningful insights on these identifiable consumers’ buying behavior.
The solution
A call-to-immediate action with mobile-first prompt taking consumers on a journey to offline purchase at nearest stores
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The result
Amplified campaign results with a 61% purchase intent!
Nivea was enabled the opportunity to drive new growth with accelerated recruitments leveraging Grivy integrations of:
● Mobile-first targeted messaging of brand offer at micro-moments of consumer desire to heighten their intent to purchase at their nearest mini-market chains.
● Online-to-offline purchase journey 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.
● Consumer 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 garnered maximized returns on promotional efforts with an immediate and effective boost in sales conversions among the right audience with a the relevant trigger of strategically designed value offerings on the products eliciting multiple product purchases for Nivea Sunscreen and Body Lotion. With first-party data and purchasing journey insights collected on each buyer, the brand was presented a one of a kind opportunity to build on its campaign achievement of new consumer acquisitions with the ability to retarget these buyers with precision led strategies.
Beiersdorf – Nivea Lotion & Sunscreen Campaign
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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Survey
Total Brand Equity Study to unleash consumer insights useful to brand.
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Advocacy
Share and referrals to drive earned media exposure.
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With success metrics exceeding our expectations in our previous collaborative effort to drive omnichannel promotions, we collaborated with Grivy to stir up the purchase rates of our participating brands. With the targeted campaign seamlessly binding a journey across online and offline with attribution and data collection abilities integrated, we achieved exactly what we aimed for, recruitments and the ability to retrospect !
Dian Nuzulia
Marketing Manager Skin Care, Beiersdorf ID

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