{"id":66516,"date":"2025-02-21T15:46:35","date_gmt":"2025-02-21T15:46:35","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2025\/02\/21\/how-nivea-is-using-ai-to-measure-creative-effectiveness\/"},"modified":"2025-02-21T15:47:35","modified_gmt":"2025-02-21T15:47:35","slug":"how-nivea-is-using-ai-to-measure-creative-effectiveness","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2025\/02\/21\/how-nivea-is-using-ai-to-measure-creative-effectiveness\/","title":{"rendered":"How Nivea is Using AI to Measure Creative Effectiveness"},"content":{"rendered":"

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Beiersdorf chief digital officer Axel Adida has a tall order: market the conglomerate\u2019s manufacturers, together with Nivea, Eucerin, and Aquaphor, throughout 89 markets\u2014and show that these efforts are working. <\/p>\n

\u201cWe produce content material on each continent, [in a] multitude of languages, for a lot of completely different manufacturers,\u201d Adida stated. \u201cThe query is: how do you be sure that the content material you placed on completely different social networks is working?\u201d<\/p>\n

As a result of inventive is subjective, measuring impression generally is a problem.\u00a0That, along with shifting shopper consideration spans and media fragmentation, could make discovering the precise strategy elusive.<\/p>\n

\u201cThat adjustments the way in which you construct the narratives [and] the photographs that you just present,\u201d Adida stated. \u201c[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?\u201d<\/p>\n

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.<\/p>\n

Beiersdorf\u2019s 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.\u00a0In 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. <\/strong>It additionally plans to increase its in-flight testing throughout TikTok and Pinterest.<\/p>\n

Nivea\u2019s 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.<\/p>\n

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CreativeX determines the effectiveness of that work by compiling all of Nivea\u2019s belongings, together with photos, textual content, and video, and analyzing them for high quality components like sizing, optimum video size, and sound high quality.<\/p>\n

It then works to make sure inventive is aligned with Nivea\u2019s brand-specific pointers. <\/p>\n

\u201cWhat are some issues that Nivea desires to measure that they want mass knowledge to have the ability to reply?\u201d stated Anastasia Leng, CEO of CreativeX. \u201cIs that this new model identification working? How are these completely different inventive components resonating? Issues like that.\u201d<\/p>\n

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\u2019s estimated advert spend for 2024 was $22 million.<\/p>\n

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\u201cWe are able to measure something, however simply because we are able to measure it, doesn\u2019t imply it\u2019s going to be beneficial to the model,\u201d added Leng. \u201cSo we begin with issues which might be actually confirmed to drive inventive impression.\u201d<\/p>\n

For example, CreativeX has supplied Nivea with knowledge that exhibits movies sized at a 9:16 side ratio are perfect for vertical video platforms like YouTube Shorts, Instagram Reels, and TikTok Tales. The model has additionally been capable of determine \u201csecure zones\u201d on every social platform\u2014in different phrases, the place to place inventive so vital components, like logos, are usually not blocked by platform widgets, like share buttons.<\/p>\n

Nivea depends on different companions to measure knowledge like click on patterns or how lengthy viewers are watching its posts, however CreativeX can ingest that data into its platform to investigate total inventive effectiveness. <\/p>\n

Thanks to those insights, based on Nivea, from Q2 2022 to This fall 2024, adherence to its \u201cCTA: In Artistic Textual content\u201d finest apply, which ensures that each one social media inventive features a call-to-action within the final 5 seconds the advert, has elevated by 23%.<\/p>\n

\u201cAfter a battery of checks, we received satisfied that we may do pre-checks to be sure that the issues we put available on the market are going to be the precise format and the precise stage of effectiveness,\u201d Adida stated. <\/p>\n<\/div>\n