Business Platform
Nivea México
Providing personalized skincare consultations with WhatsApp
Brand
WhatsApp Business Solution Provider
Cosmetics brand Nivea created a new Skincare Routine Advisor messaging experience and promoted it with a campaign of ads that click to WhatsApp delivered to its key audiences in Mexico, resulting in an 8.4-point lift in ad recall and an 86% messaging journey completion rate.
8.4-point
lift in ad recall*
86%
messaging experience completion rate**
*Meta brand lift study, May 31-August 16, 2024
**Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
Their Story
Global skin care experts
Nivea is a German cosmetics brand 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. As of December 2024, Beiersdorf AG operated in more than 200 countries worldwide.
Their Goal
Personalized product recommendations
Nivea wanted to increase engagement and attract new customers by offering personalized skincare consultations on WhatsApp.
Their Solution
____
A custom WhatsApp messaging experience
To realize its vision, Nivea partnered with its conversational commerce agency to design the Skincare Routine Advisor, a new tool to help online cosmetics consumers find the ideal Nivea skincare routine for their skin. The team decided to build the experience as an automated messaging journey in WhatsApp with the help of WhatsApp Flows, an experience design resource that empowers businesses to create rich, seamless end-to-end user journeys in WhatsApp.
Nivea promoted Skincare Routine Advisor with a campaign of ads that click to WhatsApp, which featured a short video promoting the WhatsApp experience and prompted users to start their own consultation in WhatsApp with a single click. The ads were delivered to an audience of women 18-65+ in Mexico with an interest in skincare.
“With the goal of being recognized as the number-one brand in the skincare category, we launched our Skincare Routine Advisor, which is unique in its class 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.”
Emilia Reyes
Head of Media and Precision Marketing, CAME & ANDEAN Beiersdorf AG
After clicking on the WhatsApp button, users were directed to the Skincare Routine Advisor in WhatsApp, where they were asked a series of automated questions designed to help them find personalized recommendations for their specific skin type. The Skincare Routine Advisor generated a list of recommended Nivea products chosen just for the user based on their specific needs. At the end of the consultation, customers were given the option to add the items to their cart on one of the most popular ecommerce platforms in Mexico in order to purchase the recommended products right away.
In addition to growing brand engagement and helping Nivea connect with new potential customers and sell products, the Skincare Routine Advisor also helped Nivea bolster its CRM data by learning more about its audience members’ skin types and skincare needs.
Their Success
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A memorable campaign that drove engagement
Nivea measured the success of its May 31-August 16, 2024 campaign with a Meta brand lift study that surveyed audience members who’d been exposed to the ad, and found that its ads that click to WhatsApp drove a significant lift in ad recall. Nivea also self-reported high completion and conversation rates, and a high number of qualified potential customers:
- 8.4-point lift in ad recall*
- 86% messaging experience completion rate**
- 21% initiated conversations rate**
- 25,681 qualified potential customers**
*Meta brand lift study, May 31-August 16, 2024
**Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
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