NIVEA Grows 1,113% in AdsGMV with VTEX Ads on Black Friday

Industry

Beauty & Health

Country

Brazil

Products

VTEX Ads Platform

Challenge

Black Friday is one of the most competitive periods in digital retail, and Beiersdorf faced a strategic challenge: how to expand NIVEA’s visibility without creating direct competition with other brands in the same group, such as Eucerin? With the ecommerce landscape becoming increasingly crowded, it was essential to extract maximum return from media investments, avoiding campaign overlap and optimizing performance in a coordinated way.

Going beyond the basics was necessary — campaign success depended on a robust retail media strategy, with smart use of ad inventory and active engagement at every stage of the purchase journey.

Solution

With support from the VTEX Ads team, NIVEA adopted a performance- and data-intelligence-driven approach. The strategy involved:

Thematic campaigns throughout the month, such as “Black Friday Warm-Up” and peak promotional days;
Inventory optimization with strategic presence across publishers, ensuring premium placement and reinforcing the brand during peak purchase-intent moments;
Active keyword and bidding management, with daily monitoring of CPM and CPC to maximize campaign returns;
Constant alignment between Beiersdorf, Enext, and VTEX, ensuring efforts were well-directed and synchronized with the brand’s goals.

The evolution of the VTEX Ads Platform, with new inventory types and features, was decisive in achieving scale and efficiency in activations.

Results

In November, NIVEA achieved:

+1,113% growth in AdsGMV,

+1,008% in number of transactions,

+135% in ROAS, compared to the same month of the previous year.

When compared to the annual average, the month’s growth was +950%.

This extraordinary performance was the result of collaborative work between technology, data, and strategy, driven by the partnership between Beiersdorf, VTEX Ads, and Enext.

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

More stories you might like

Essity Expands Retail Media Sales with VTEX Ads Platform and Mindgruve

Essity, a multinational hygiene and health company, partnered with VTEX Ads Platform and Mindgruve to strengthen the digital presence of its Tena brand in the pharmacy e-commerce segment, achieving a 39% average conversion rate and an average ROAS of 17.4.

CPG & Consumer BrandsVTEX Ads Platform

Reckitt Triples ROAS in Retail Media with VTEX Ads Platform

Reckitt partnered with VTEX Ads Platform and Cadastra to scale its Retail Media campaigns in the pharmaceutical channel — achieving a 5x increase in campaign consumption volume, tripled average ROAS, and 600% growth in Retail Media-driven sales.

CPG & Consumer BrandsVTEX Ads Platform

B2B Transformation: How Henkel Iberia Digitalized a Traditional Sales Model with VTEX and Indola

Henkel Iberia transitioned from a manual, resource-heavy indirect sales model to a sophisticated multi-seller digital marketplace for its Indola brand — deployed in 4 months, covering 330+ SKUs across Spain and Portugal, while preserving distributor relationships.

CPG & Consumer BrandsB2B Commerce

Ready to transform your commerce?

Discover how VTEX can help your business achieve similar results.

Get in touch