CASE STUDY

NIVEA Micellar Water shines bright on TikTok, generating a resounding comeback in offline sales

Snapshot

SOLUTION AREA

Marketing

SOLUTION

Market Lift

INDUSTRIES

Beauty, Health and Wellness

CLIENT

Manufacturer

The Objective

NIVEA Micellar Water came to TikTok to promote the relaunch of its product, increase relevance and drive sales both online and offline.

NIVEA chose TikTok as the only channel to revitalise the brand, using different formats such as Top Feed and In-Feed Ads to expand reach and increase video views.

The Solution

The campaign employed Smart Bundling, integrating TopFeed and InFeed formats to achieve a dual objective of expanding reach and increasing video views. Additionally, DisplayCard promotions were strategically used to drive foot traffic to physical stores.

The collaboration with TikTok creators allowed Nivea to infuse creativity into its campaign, aligning the native content with the preferences of the TikTok community. This approach enhanced engagement and created a lasting impact on potential customers.

The Results

Circana was engaged as measurement partner to conduct a Market Lift analysis, identifying four specific regions for both test and control groups. Through rigorous testing of incremental metrics, the campaign sought to establish a causal link between TikTok exposure and offline sales.