Log in
Book a Demo

Nivea

60x more high-intent shoppers by retargeting 1st-party data to drive quality traffic

See all case studies
Solution featured:
Flow Audience Marketplace
Flow Audience Marketplace
Industry:
E-commerce

60x

More high-intent shoppers

1.4x CTR

Higher than standard targeting

-32% CPC

Cheaper than standard targeting

Objective

Interest doesn’t equal intent.

Most beauty marketing relies on broad targeting, hoping that curiosity turns into a sale. It rarely does.

The result is usually a “prospecting tax” – money spent on broad audiences that don’t actually buy.

Working with Dentsu, NIVEA’s objective for their Sirena Luminous630 Skin Glow range campaign was clear

👉 More clicks that matter

Solution

Working with Flow, Dentsu activated verified first-party shopper audiences. Instead of targeting assumed beauty interests, they reached people already spending, shopping, and engaging in categories that mattered:

  • Verified buyers: People with a history of spending at premium beauty retailers.
  • Active shoppers: BNPL users transacting in fashion and beauty right now.
  • High-intent consumers: Spenders in adjacent lifestyle categories like lifestyle and entertainment, that mirror NIVEA’s target customer.

Beauty SA

Petal & Post

OneDayOnly

Howler

Buy Now Pay Later

Why it worked

  • Lower funnel, higher intent: NIVEA targeted people who weren’t just looking; they were ready to buy.
  • Performance stability: Interest-based targeting is volatile. Commerce data provides a stable, reliable performance layer that doesn’t fluctuate with platform algorithms.
  • Better inputs: Because initial audiences were based on real transactions, the lookalikes were significantly more accurate.

The takeaway

When the objective is to drive product sales, not just create awareness,
first-party audiences outperform broad targeting.
For NIVEA, Flow enabled them to focus their digital ad budget on a hyper-targeting audience that delivered.

“The biggest thing for us with Flow was the consistency. Often, with digital audiences, there is fluctuation, but this traffic actually showed up ready to buy. It basically became the ‘floor’ for our campaign. When other groups were  fluctuating, Flow kept our conversion rates steady in an unstable and competitive Black Friday period. We found a great rhythm by layering it with our video engagers and website audiences, with the next step being the adoption of lookalikes and the further expansion of the available Flow audiences. To work towards keeping that efficiency at a higher volume.”

Franscois Schneider
Dentsu Regional Precision Marketing Lead

Find out what Flow can do for you

Book a demo
Find out what Flow can do for you
Book a demo and discover how Flow can give you a strategic advantage in your specific industry

Name(Required)
Surname(Required)
Email(Required)
Contact Number(Required)
Contact Number(Required)
Country/Region(Required)
Consent
By submitting I agree to allow Flow to collect, store and process my data, as per the Privacy Policy
This field is hidden when viewing the form
This field is hidden when viewing the form
This field is hidden when viewing the form
This field is hidden when viewing the form

Get an unfair advantage
Unlock the power of 1st-party data with Flow

Name(Required)
Surname(Required)
Email(Required)
Contact Number(Required)
Contact Number(Required)
This field is hidden when viewing the form
Country/Region
Consent
This field is hidden when viewing the form
This field is hidden when viewing the form
This field is hidden when viewing the form
This field is hidden when viewing the form

By submitting I agree to allow Flow to collect, store and process my data, as per the Privacy Policy