Beiersdorf chief digital officer Axel Adida has a tall order: market the conglomerate’s manufacturers, together with Nivea, Eucerin, and Aquaphor, throughout 89 markets—and show that these efforts are working.

“We produce content material on each continent, [in a] multitude of languages, for a lot of completely different manufacturers,” Adida stated. “The query is: how do you be sure that the content material you placed on completely different social networks is working?”

As a result of inventive is subjective, measuring impression generally is a problem. That, along with shifting shopper consideration spans and media fragmentation, could make discovering the precise strategy elusive.

“That adjustments the way in which you construct the narratives [and] the photographs that you just present,” Adida stated. “[We] additionally present them on a really small display. So the query is, how do you regulate your promoting, inventive concepts, and machines to be extra attuned to what customers like?”

Again in 2023, Beiersdorf partnered with CreativeX, an AI-powered tech firm that helps manufacturers analyze how inventive is acting on social and optimize accordingly, to know precisely that.

Beiersdorf’s major focus right here to this point has been on Nivea, for which CreativeX has run over 100,000 in-flight checks throughout Google, Fb, and Instagram. In 2025, the model goals to check all of its social media campaigns through CreativeX pre-launch, together with 14 world campaigns and several other regional adverts. It additionally plans to increase its in-flight testing throughout TikTok and Pinterest.

Nivea’s social media technique includes sustaining a powerful presence throughout channels together with Fb, Instagram, X, TikTok, and Pinterest, whereas collaborating with magnificence influencers and creators.


Inspired Thinking Group (ITG), which offers an AI-powered content generation platform for brands, has expanded to the U.S. with the acquisition of PureRed. Terms of the deal were not disclosed. […]

CreativeX determines the effectiveness of that work by compiling all of Nivea’s belongings, together with photos, textual content, and video, and analyzing them for high quality components like sizing, optimum video size, and sound high quality.

It then works to make sure inventive is aligned with Nivea’s brand-specific pointers.

“What are some issues that Nivea desires to measure that they want mass knowledge to have the ability to reply?” stated Anastasia Leng, CEO of CreativeX. “Is that this new model identification working? How are these completely different inventive components resonating? Issues like that.”

In keeping with Beiersdorf, the partnership with CreativeX has led to vital media spend financial savings for Nivea, although it declined to reveal a selected determine. In keeping with COMvergence, Nivea’s estimated advert spend for 2024 was $22 million.