Driving Nivea SkinGuide web app sign-ups and delivering actionable insights: Automated Creative’s work with Beiersdorf
“AC have proven themselves to be a powerful partner in delivering insight and performance across the Beiersdorf cosmetics portfolio” Adam Wright, Head of Digital - Northern Europe, Beiersdorf
Automated Creative worked with Beiersdorf to drive UK and Austrian audiences’ use of their innovative Nivea SkinGuide web app. The goal was to introduce the audience to the app and get them to become regular users whilst gathering first party data into the visual and written triggers that drove interest in the product.
The approach?
Using social listening, we were able to deep dive into the conversations around skin care - which helped us build a testing framework for the UK and Austria.
Automated Creative’s tech generated ads that responded to every conversational theme that emerged from the social listening. We optimised these ads through successive creative sprints, based on consumers’ real-time interaction with the ads. Once we had decoded the societal triggers that drove performance we were able to analyse the visual cues that increased sign ups.
The result?
The Automated Creative ads performed 21.11% above global averages.
Through the first party data gathered during the campaign, Automated Creative were able to uncover the best performing visual and written cues that drove traffic to Nivea SkinGuide.
Here’s an overview of all our work: