Nivea Multi-Market Digital Campaign

Overview

Nivea sought to increase brand awareness, visibility, and market presence across two key African markets through strategic digital marketing initiatives. The campaign leveraged YouTube, display and programmatic advertising with precise targeting to reach men and women aged 18+ who were interested in skincare products. By implementing innovative targeting technologies such as TV Sync and Mirrors, the campaign delivered contextually relevant ads that significantly increased engagement and brand recall.

Targeting Precision

The campaign promoted multiple Nivea product lines including Luminous 630, Men's Dry Deo, Cocoa Butter, Radiant (in Kenya) and Dry Deo, Cocoa Butter, and Deep Classic (in Angola). Each product line was given dedicated creative assets and targeting strategies to maximize relevance to the intended audience.

In Kenya, the campaign achieved 89.9 million impressions, 757,620 link clicks, and an impressive 0.90% CTR. The Luminous 630 product line, which promised "visible results in 4 weeks," resonated particularly well with female audiences seeking effective skincare solutions.

The agency implemented strategic content placement and precise targeting across websites, apps, and social media platforms. Advanced retargeting strategies were used to re-engage potential customers who had previously shown interest in Nivea products, significantly improving conversion rates.

The campaign's success was built on a data-driven approach that continuously optimized performance based on real-time metrics. This allowed for agile adjustments to targeting parameters, creative assets, and budget allocation throughout the campaign period, maximizing ROI across both markets.

Innovative Targeting Technologies

• TV Sync - Synchronized digital ads with TV commercials
• Mirrors - Contextual targeting based on content relevance
• Programmatic Optimization
• YouTube Contextual Placement
• Real-time Performance Tracking

Campaign Results by Market

• Kenya: 89.9M impressions, 757,620 clicks, 0.90% CTR
• Angola: 73.6M impressions, 388,488 clicks, 0.93% CTR
• Combined: 163.5M impressions, 1.1M+ clicks, 0.92% average CTR
• MSK Award recognition for innovative targeting technologies
• 38% increase in brand recall across both markets

Client Feedback

The multi-market campaign delivered exceptional results by effectively leveraging innovative targeting technologies. Suss Digital's strategic approach helped us connect with diverse audiences across different markets while maintaining a cohesive brand message and achieving impressive engagement metrics.

Regional Marketing Director:Nivea Africa.

Results

The Angola campaign delivered 73.6 million impressions, 388,488 link clicks, and a 0.93% CTR. The Men's Deep Performance line with "3X protection" messaging performed exceptionally well, helping Nivea strengthen its position in the men's skincare market segment.