LiveRamp, the leading data collaboration partner, and Publicis Groupe Middle East, the region’s leading marketing, communications, and transformation network, have partnered with global consumer goods company, Beiersdorf, to accelerate revenue and customer acquisition for NIVEA’s Natural Glow. In a first-of-its-kind collaboration, spanning brand, agency, retailer, and technology partners, Beiersdorf leveraged deterministic insights from retail transaction data to enhance media effectiveness and incremental measurement.
The results significantly outperformed campaign objectives: +102% Incremental Revenue, +53% New Shopper Growth, +116% Incremental Shopper Growth, 94% New Shoppers were New to Brand.
With a portfolio of leading skincare brands including NIVEA, Beiersdorf sought to maximise sales growth and increase share of the highly competitive MENA beauty market. Seeking a deterministic approach instead of probabilistic signals to drive measurable revenue and new customer growth, Beiersdorf joined LiveRamp and Publicis ME’s new commerce media initiative, which offers unparalleled partner scale, connectivity, and trusted measurement.
Leveraging the strengths of LiveRamp’s collaboration network, Publicis ME built Beiersdorf prospect customer audience segments from Carrefour’s first-party transaction data. These audiences were then activated across TikTok, Instagram, and Facebook, connecting online exposure to in-store and digital sales and enabling Beiersdorf to prove the real-life impact of its media investment on new customer journeys.
With such strong results, Beiersdorf plans to roll out additional campaigns, expanding its collaboration with LiveRamp and Publicis ME and their partners to unlock new customer intelligence, refine omnichannel targeting and activation strategies, and strengthen performance measurement.
