Essity Expands Retail Media Sales with VTEX Ads Platform and Mindgruve

Essity, a multinational hygiene and health company, faced the challenge of strengthening the digital presence of the Tena brand in a highly relevant but still early-stage segment for Retail Media: pharmacy e-commerce.

The portfolio — comprising adult diapers, incontinence products, and the Tena Men line — required targeted visibility and precise measurement for different consumer profiles. It was essential to understand the role of each publisher (Drogaria São Paulo, Pague Menos, Panvel, VTEX AdNetwork, and Farmácia Indiana) and identify which formats would deliver scale without sacrificing efficiency.

Another critical point was proving return on investment. Teams needed to demonstrate that Retail Media was not just a tactical tool, but a strategic pillar for sales generation and brand consolidation in digital channels — with clear metrics such as ROAS, CTR, and conversion rate.

To overcome these challenges, Essity structured campaigns in partnership with VTEX Ads Platform and Mindgruve, combining technology and strategic intelligence. This approach rested on three pillars:

• Full portfolio visibility: more than 25 active SKUs, including key items such as Tena Pants Noturna, Tena Slip Geriatric Diaper, Dermacare, and the Tena Men line.
• Active publisher management: continuous analysis of CTR, conversion, and ROAS, enabling investment reallocation to the most efficient channels.
• Continuous optimization model: adoption of a test-and-learn approach, adjusting campaigns in real time to maximize conversions with controlled costs.

Mindgruve played a key role by turning data into strategic decisions. The agency ensured structured metric visibility, applied proprietary media governance methodologies, and provided proactive recommendations that elevated Essity's confidence in Retail Media as a growth lever.

Between April and September 2025, Essity achieved strong results in Retail Media with VTEX Ads Platform and Mindgruve:

Consistent growth in impressions and clicks, with an average CTR of 0.26%
+39% average conversion rate
High efficiency with an average ROAS of 17.4
Accelerating sales with month-over-month growth

Highlights by publisher:
Drogaria São Paulo: largest scale, with a 65% conversion rate and consolidated performance over the period.
Pague Menos: highest CTR among channels, driven by the Pants Confort and Slip lines.
Panvel: 50% conversion rate, boosted by the Dermacare and Tena Men lines.
VTEX Ads Network: expanded reach and diversification, bringing new consumers to the brand.

*All figures and information presented in this article were provided and approved by Essity.