CASE STUDY
Nivea Micellar Water shines bright on TikTok, generating a resounding comeback in offline sales
Apr 2, 2024
Snapshot
MARKET RESEARCH SERVICES
Media Lift
DATA TYPES
POS
INDUSTRIES
Beauty, Health and Wellness
COMPLETION
Q1, 2023
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 Results
Finally, Circana was engaged as measurement partner to conduct a Geo Test, 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.
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.
+ 138%
Video Views 6s vs benchmark
+5.9%
Sales Uplift
(Test vs. Control)
+ 51.3%
Sales uplift vs. Circana norms
