Nivea attracts new customers with personalized skincare consultation
Global cosmetic brand acquires new customers using a novel Skincare Routine Advisor and click to chat ads
"With the goal of being recognized as the number-one brand in the skincare category, we launched our Skincare Routine Advisor, which is unique for two reasons: it’s the first WhatsApp messaging experience in Mexico that creates a skincare routine based on the needs of each user, and it’s a full-funnel experience that automatically creates an ‘add to cart’ option for shoppers, making it easier for users to purchase the complete routine when the experience is over."
8.4-Point
Lift in brand recall (Meta Brand Lift Study)
86%
Messaging completion rate
34K+
Qualified potential customers acquired
The Brand
Renowned cosmetics brand which offers innovative skin care products
Nivea is a renowned German cosmetics brand which offers innovative skin care products. The brand works with 50 institutions around the world to ensure its products are suitable for customers. The brand is owned by Hamburg-based Beiersdorf AG, which was founded in 1882. Beiersdorf’s portfolio includes other well-known skin care brands such as Eucerin and Aquaphor; and operates in more than 200 countries worldwide.
The Objective
Attract new customers with easy personalized skincare consultations
Nivea wanted to increase engagement and attract new customers and identified WhatsApp as a key channel for its customers in Mexico. The brand wanted to come up with an experience that is end-to-end and unique in the entire nation.
The Solution
WhatsApp Skin Care Advisor to acquire new customers, assist with purchase and collect conversational intelligence
Nivea partnered with Gupshup to design the Skincare Routine Advisor – a conversational Agent to help online cosmetics consumers find the ideal Nivea skincare routine for their skin. The brand imagined the experience as an automated messaging journey combined of WhatsApp Flows – a WhatsApp feature that makes the customer experience rich, seamless and end-to-end.
The brand promoted Skincare Routine Advisor with Click to WhatsApp Ads, which featured a short video promoting the WhatsApp experience and prompted customers to start their own consultation over WhatsApp.
Customers could converse with the Skincare Routine Advisor by clicking on the ad, answer a series of automated questions designed to help them find personalized products for their specific skin type and need. At the end of the consultation, customers could add the items to their cart and make a purchase from WhatsApp itself.
Powered with Gupshup Personalize, the Skincare Routine Advisor also captured Conversational Intelligence data shared by customers over the course of conversation; thereby creating exhaustive customer profiles for personalized re-engagement campaings throughout customer lifetime.
The Impact
A memorable campaign that drove engagement
Nivea measured the success of its May 31–August 16, 2024 campaign and reported high completion and conversation rates, and a high number of qualified potential customers.
- Lift in Brand Recall: 8.4-point lift in ad recall (Meta brand lift study).
- Remarkable Journey Completion Rate: 86% messaging experience completion rate and 21% initiated conversations rate.
- Quality New Customer Acquisition: 34K+ qualified potential customers
Solution
Conversational Advertising
Channel
Industry
Retail
