NIVEA
INDUSTRY
Consumer Packaged Goods
PLATFORMS
33%
Increase in click-through rate (CTR)*
15%
Increase in average view time*
12.3M
Total impressions
*Remixed creative compared to branded creative used in previous NIVEA Body TikTok campaign in Q1 2023
“Working with the team was a great experience, and the results were impressive. We observed a significant increase in click-through rates and average watch time after making changes to the creatives, proving that snackable content is highly effective on platforms like TikTok. Based on these results, we plan to make this a recurring strategy in our campaigns.”
Sabrina Taraborelli
Senior Brand Manager, Beiersdorf Canada, NIVEA Body
NIVEA remixes existing content into high-impact TikTok creative
To promote the NIVEA Nourishing Body Milk 5-in-1 Complete Care product, Beiersdorf Canada partnered with Shuttlerock through the TikTok Creative Exchange (TTCX) program to develop a set of optimized video creative.
The objective for the campaign was to drive brand awareness and reach for the Nourishing Body Milk product among Canadian female TikTok audiences between the ages of 25–55. To engage this audience, Beiersdorf required people-centered creative with dynamic editing, along with catchy, uplifting music. To achieve their objectives, the videos would also need to be on-brand and clearly convey the main product benefits.
Existing Assets
Remixed Video used for TikTok In-Feed Ads
To produce the videos, Beiersdorf’s brand team supplied Shuttlerock with a selection of existing content. This included product imagery and videos used on other social platforms.
Shuttlerock’s design team then remixed these assets, editing them into the video you can see above. This remix process involved the application of TikTok creative best practices to give the creative the best chance at maximizing performance.
Supplying all the creative needed to execute an effective campaign
To activate the campaign far and wide across TikTok, Shuttlerock supplied Beiersdorf with a total of 18 videos. Optimizations were made for the In-Feed placement. For both, visual and copy variations were provided to help diversify the creative and keep the campaign fresh. French translations were also supplied to communicate with audiences in French-speaking regions of Canada.
In-Feed 20-Seconds
Visual Variation
Copy Variation
13-Second Cutdown
French Translation
18
Total Deliverables
The results
With the diverse set of optimized videos, Beiersdorf saw strong campaign performance. After comparing the performance of the remixed assets with the performance of branded assets used for a previous NIVEA Body campaign in Q1 2023, they saw a 33% increase in click-through rates (CTR) and a 15% increase in average view time. The campaign also achieved a whopping 12.3 million impressions.
These numbers highlight the importance of running optimized creative for TikTok campaigns.
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