Goals

In today's hyper-competitive shopping landscape, the path to purchase has become a web of fleeting touchpoints. Customers may encounter a brand’s billboard on their morning commute, hear the brand's jingle on the radio at lunch, and then research products online that evening, all before finally making the purchase during a spur-of-the-moment shopping spree. In light of this new reality, NIVEA set its sights on Prime Day 2024. Rather than simply participating in this key event, the brand sought to cement its position as a leader in the beauty category. To achieve this vision, NIVEA strategically collaborated with Amazon Ads, leveraging data-driven insights to orchestrate a seamless, omnichannel shopping experience that would engage both existing and new-to-brand customers.

NIVEA x Prime Day 2024

NIVEA’s Prime Day 2024 campaign video

Approach

This collaboration was part of the Amazon Ads ASCENT program—an exclusive, all-in title sponsorship that redefines brand presence during peak moments like Prime Day, Ramadan, 11/11, and White Friday. Unlike traditional campaigns, this sponsorship gives a brand mass scale visibility that drives engagement across Amazon’s online properties such as the homepage takeover, sponsored ads, display and video campaigns via Amazon DSP, external media like outdoor and radio, and direct-to-customer channels like emails and push notifications. For Prime Day in UAE and Saudi Arabia, that brand was NIVEA.

At the heart of this campaign was Amazon Marketing Cloud (AMC), which allowed NIVEA to move beyond traditional advertising metrics to truly understand the customer journey, from the first point of exposure to the final purchase. This insight allowed the beauty brand to identify high-value audience segments (such as shoppers who viewed a NIVEA bundle but didn’t purchase) and re-engage them with tailored messaging. It also helped quantify the halo effect of offline media, showing how awareness driven through outdoor billboards and radio ads translated into spikes in branded searches and conversions. The result was a campaign that wasn’t just large in scale, but also accurate in how it engaged customers across touchpoints.

Results

NIVEA's strategic ad placements delivered exceptional results across all touchpoints. The homepage takeover, combined with high-impact sponsored ads and targeted display and video campaigns via Amazon DSP, created a powerful online presence that drove brand searches up by 354% in UAE and 318% in Saudi Arabia during Prime Day week.¹ Moreover, Brand Store visits skyrocketed by +1,864% compared to an average day, leading to a 663% lift in sales.² Compared to Prime Day 2023, NIVEA drove 81% more product detail views and 138% more ad-attributed sales, outperforming both their previous benchmarks and broader category averages.³

The campaign didn’t just drive sales—it reshaped NIVEA’s relationship with Prime Day shoppers, many of whom were engaging with beauty products on Amazon for the first time. More than 38,600 new-to-brand customers were seen across UAE and Saudi Arabia, delivering long-term brand value beyond the sales spike.⁴

Finally, outdoor media delivered 1.15 billion impressions across UAE and Saudi Arabia.⁵ In a cluttered landscape where brands often compete for seconds of attention, NIVEA’s Prime Day campaign stood out by understanding the modern customer journey, betting big on integrated scale, and harnessing the power of insights. Through ASCENT and AMC, the brand didn’t just participate in Prime Day—they owned it.

Sources

1. ^1-5 Amazon Internal Data, UAE & KSA, 2024.