Nivea
genAI testing and optimization of creative elements + automated localization at scale
Nivea (Beiersdorf) reduced its cost per lead by 40%, its cost per quality visit by 60%, and increased its ROAS by 20% by testing its creative elements with Automated Creative, and localizes its content at scale with Grip (NVIDIA Omniverse digital twins), reducing campaign deployment by more than 50%.
Objective
Produce and localize ad content for every format and market without the delays and costs of shoots and manual retouching, while optimizing media performance asset by asset.
The deployment
Beiersdorf, home of Nivea and Eucerin, combines two AI building blocks in its advertising chain. With Automated Creative, the brand tests creative elements (visuals, messages) to improve media performance; each asset is tagged in the background, which makes it possible to understand why an ad worked for a given audience. The first efforts (September 2021, then January 2022) covered messaging, lead generation, web traffic, and retail media. Nivea reports a 40 percent drop in cost per lead on a lead generation campaign, a 60 percent drop in cost per quality visit on a social traffic campaign, and a 20 percent increase in ROAS on an e-commerce campaign. In parallel, Beiersdorf industrializes localization with Grip and its InstantRender technology, built on NVIDIA Omniverse digital twins, which takes production from weeks to minutes and reduces campaign deployment by more than 50 percent. The brand also drew on more than 12 million images from 10,000 women for its Skin Guide recommendation app.
Results Proof C
Performance figures reported by the specialist press (AdExchanger, Adweek) naming Beiersdorf and Nivea, and by the vendor Grip for localization. No financial results, hence C.
How it works
Documented architectureThe stack in detail
- outil Automated Creative Adtech platform for testing and tagging creative elements (visuals, messages), which isolates what drives each asset's performance by audience.
- outil Grip InstantRender Automated rendering and localization engine for ad content, which takes production from weeks to minutes.
- infra NVIDIA Omniverse Digital twins platform on which Grip's InstantRender technology is built.
How it runs, concretely
For ops teams-
1Tagging and testing of creative elements AI / Automated Creative
Each asset is broken down and tagged in the background to isolate high-performing visuals and messages.
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2Media optimization marketing / AI
The high-performing variants are pushed, which lowers cost per lead and per visit and raises ROAS.
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3Automated localization AI / Grip
Grip InstantRender generates the variants by format and market from digital twins, in minutes.
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4Deployment by market marketing
Accelerated delivery of the localized campaigns, with a deployment time reduced by more than 50 percent.
The media performance data per asset (cost per lead, cost per visit, ROAS) and the tagging of creative elements. Without clean tagging, you do not know why an ad works and optimization stays blind.
How your customers perceive this type of use
Sourced studiesLe pricing algorithmique est le terrain le plus inflammable : 68% des consommateurs disent se sentir leses quand les marques utilisent le pricing dynamique et 80% jugent plus dignes de confiance les marques aux prix constants (Gartner, 2024). L'equite percue varie selon le secteur : le pricing dynamique n'est juge juste que par 33% a 40% des repondants selon qu'il s'agit de concerts ou de cinemas (YouGov, 17 marches). Le prix personnalise par les donnees individuelles est le plus rejete : 47% des Americains s'y opposent fermement (Consumer Reports, 2024).
Acceptance conditions
- La constance des prix comme signal de confiance : 80% jugent plus fiables les marques aux prix stables (Gartner 2024)
- Le secteur conditionne l'equite percue : le pricing dynamique est mieux tolere pour les cinemas (40% le jugent juste) que pour les concerts (33%) (YouGov 2024)
Red lines
- Le pricing dynamique percu comme abus : 68% se sentent leses (Gartner 2024)
- Le prix individualise a partir des donnees personnelles : 47% d'opposition ferme (Consumer Reports 2024)
- Les frais caches et hausses imprevues, vecus par 79% des consommateurs sur un an et associes a la perte de confiance (Gartner 2024)
Sources: Gartner 2024 · YouGov 2024 · Consumer Reports 2024
How to replicate
Inference, not sourcedData prerequisites
- creative assets that can be broken down and tagged
- media performance data per asset and per audience
- product references and brand rules per market
Org prerequisites
- continuous creative testing process
- coordination between media optimization and localization
- consent and minimization for any biometric data (Skin Guide)
Possible stack
- creative testing and tagging platform (Automated Creative type)
- rendering and localization engine (Grip / digital twins type)
- media connectors
The plan, step by step
- Step 1Pick a lead generation campaign and break down its assets into testable elements (visuals, messages, formats).Deliverable: Asset library tagged element by element.
- Step 2Launch the variants in test on paid social with performance measurement per creative element.Deliverable: Performance matrix by visual and by message.
- Step 3Push the winning combinations and compare cost per lead to the reference campaign.Deliverable: Documented before/after CPL assessment.
- Step 4Industrialize the localization of the winning creatives by market and format via an automated rendering engine.Deliverable: Multi-market variants generated in hours rather than weeks.
- Step 5Extend the setup to traffic and e-commerce campaigns, with ROAS as the arbitration metric.Deliverable: Documented and reproducible continuous creative testing process.
First step: Tag the assets of a lead generation campaign and test the variants to isolate what lowers cost per lead.
The same pattern, proven in other industries
adidas
AI-driven audience prospecting and bidding (ARO) across the full funnel
Allwyn
AI-driven omnichannel programmatic buying with retail data activation
Best Choice Products
real-time AI optimization of bids, budget, and placement on retail media
Sources
- S1 Nivea's Parent Company Uses AI To Understand The DNA Of Its Top-Performing Creative Secondary archive pending
- S2 Beiersdorf localizes global ad content with Grip Interested party archive pending
- S3 How Nivea Is Using AI to Measure Creative Effectiveness Established press archive pending
An error, newer info, a source?
This page lives on its accuracy. If a figure has moved, if the deployment has changed, or if you have a higher-quality source, tell us. Every sourced correction is verified before publication.