Reaching an active, health-conscious youth market in South Africa by tapping into Flow’s Audience Marketplace:
- Event & Entertainment Enthusiasts: Reaching frequent attendees of live music and major entertainment festivals.
- Active Retail Shoppers: Targeting consumers with a proven history of purchasing sporting goods and lifestyle products.
- Health & Wellness Community: Connecting with high-frequency training and fitness enthusiasts.
Why it worked:
- Closing the intent gap: By reaching younger consumers through their spending habits (fitness, festivals, and retail), NIVEA bypassed passive browsers and focused on active shoppers.
- Stable performance: First-party audiences provide a reliable performance layer, enabling campaigns to achieve cost-efficient volume across channels.
- Sustainable momentum: Audiences are refreshed and expanded monthly to counter audience fatigue.
The takeaway
When you’re trying to move a consumer into a new product tier, “interest” is too soft a signal. You can’t just target people who like the idea of premium skincare; you have to find the people who are already active, spending, and ready to trade up. NIVEA’s strategy proved that if you want to capture the next generation of buyers, you stop following “likes” and start following the lifestyle.
