Working with Nivea to optimise Cost per Quality Visit: A deep dive at MADFest 2022

When we started working with Nivea / Beiersdorf, the brand was focusing on scaling up loyalty and developing their D2C capability. Adam Wright, Head of Digital, recently spoke about how we helped them test and discover the DNA for a top performer on social, at MADFest 2022.

For Adam, Silicon Valley principles derived from the book “Hacking Growth: How Today’s Fastest-Growing Companies Drive Breakout Success” by Sean Ellis and Morgan Brown, could be used to drive success for a 130-year old company like Nivea. But, it took focus and a multitude of tests to achieve this in Q1 2022.

Man presenting a slide on screen

Adam Wright (Head of Digital at Beiersdorf) presenting on stage at MADFest

During the latest MADFest, Adam talked about how Nivea achieved their goals - particularly, with regards to social media marketing and driving down the Cost per Quality Visit. This was part of his strategy, specifically focusing on identifying very clear opportunities and then honing in on them.

While empowering a strong in-house team is part of Adam’s principles of success in experimentation, using Automated Creative for social marketing made more sense given our capabilities and proven track record when working with Beiersdorf. 

We worked together to create a data map, giving us the possibility to create and test hundreds of social ads, defining very clearly from the outset what Nivea wanted to explore and how. From messaging, to visual triggers, to language - all was covered and led to creating hundreds of ads with our proprietary tool, all with the aim of developing the DNA of a top performer. 

Clips from various Nivea ads

An array of the hundreds of Nivea ads we produced for this campaign

The results were not just a 60% reduction in Cost per Quality Visit. They also showed Nivea exactly what made their ads work, and what about them drove the results they were looking for.

Adam shares more of his interest in experimentation and gives his top guiding principles to succeed at it - check out the video below.

You can read more about our work with Beiersdorf here.

And see how we delivered great results for:

 
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