The challenge

• In 2023, NIVEA cemented its position as the leader in the anti-stains segment, achieving the #1 spot in the market. However, the competitive landscape remained fierce, with rivals Axe and Dove significantly increasing their media investments, particularly in digital channels.

• With media budgets 3 to 5 times larger than NIVEA’s, it became crucial to strategically allocate resources for maximum impact.

The solution

• Media agency OMD implemented a multi-channel strategy, including TV, local premium partners, social media, and Programmatic Digital Out-of-Home (pDOOH).
• In collaboration with billups, pDOOH was strategically deployed to enhance promotions at Kruidvat stores and drive in-store traffic.
• Adsquare’s location data was used to measure the campaign's effectiveness in generating store visits, by tracking users who were exposed to digital ads and visited the physical store.

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The results

• A proximity analysis revealed that combining street-level and shopping mall environments created optimal geofencing around 280 targeted Kruidvat locations.
• Using Adsquare’s location data, the team was able to quantify the impact of pDOOH exposure on store visits, demonstrating the campaign’s success in driving foot traffic and enhancing NIVEA’s retail presence despite limited budgets.

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