Nivea

Nivea Summer Standout

Ad mix change drives seasonal dominance.

Nivea retains their position as top 3 as competitors declined by 34% and 42%.

Maintained Top 3 Rank

Nivea retains their position as top 3 as competitors. declined by 34% and 42%.

Problem Statement

In summer 2022, the body lotion category lost 55% of its audience, with Nivea’s share dipping by 50%, threatening brand retention in a highly seasonal market.

Our Approach

We shifted the ad product mix from winter to summer packs. Budget allocation for white packs was increased from 10–12% to 80–90% starting mid-March, with pre-summer promotions for lower pack sizes initiated in late February.

We targeted season-specific and competitor-related keywords, and leveraged Sponsored Brand and Video ads to boost awareness and CTR beyond category benchmarks.