NIVEA Glows with Digital Strategy
Empowering NIVEA’s growth through a pioneering omnichannel strategy and innovative digital solutions
increase in total sales YoY
rise in online customer penetration
growth in online sales
Background & Objectives
NIVEA sought to elevate its position in the digital marketplace, aiming to grow its online sales, NIVEA’s objectives focused on broadening customer penetration in the digital sphere, increasing brand visibility across multiple touchpoints, and encouraging cross-category purchases.
Cartology Solution
Cartology crafted a comprehensive digital strategy, integrating multiple online and in-store elements to boost visibility and engagement
Online
A consistent, always-on hub for NIVEA drove seamless product discovery across all categories, ensuring visibility and cross-category purchases for skincare, men’s care, and deodorants.
Value
Strategic, high-impact promotions aligned with key moments boosted engagement and average basket size, encouraging customers to explore NIVEA’s full product range.
Digital
Cutting-edge placements like Homepage Video and YouTube ads reached new audiences with dynamic content, while A/B testing fine-tuned results to maximise digital impact.
Campaign Results
The NIVEA campaign delivered outstanding results, positioning it as a leader in digital transformation within skincare. Total sales rose by +21.8% YoY, while digital penetration grew by +3.3%, showing expanded reach in the online customer base. The strategic digital solutions resulted in a +42.5% increase in online sales, proving the effectiveness of Cartology’s targeted, omnichannel approach and the power of cohesive, data-driven campaigns in the skincare category. NIVEA also took home the Best Digital Strategy Award at this year's Campaign of the Year Awards.
