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Introduction
Nivea was the first brand to invest in Watsons Turkey’s OptimO Retail Media platform, launching its inaugural OptimO Onsite sponsored product display campaign in February 2025. This strategic move paved the way for broader adoption, with over 10 active suppliers end of 2025 leveraging the OptimO platform. Nivea’s campaign spanned multiple categories, including Face Care, Hand & Body Care, Personal Care, Anti-Aging, Sun Care, and Men’s products.
Objective
The campaign aimed to boost visibility and sales across Nivea’s diverse product lines through targeted placements and sponsored product displays. The focus was on maximising ROAS while increasing overall eCom revenue and engagement within Watsons Turkey’s digital ecosystem.
Strategy
Nivea adopted a multi-layered approach to maximise campaign impact:
- Category Focus: Prioritised high-performing categories such as Face Care and Hand & Body Care.
- Platform Optimisation: Ads were tailored and distributed across iOS, Android, and mobile web.
- Page Type Targeting: Strategic placements on search, category, and product detail pages captured customers at every stage of the shopper journey.
- Keyword Refinement: Keywords were carefully aligned with product relevance to improve targeting accuracy and budget efficiency.
Execution
The campaign implemented a comprehensive retail media strategy across Watsons Turkey’s OptimO digital ecosystem:
- Sponsored Product Displays: High-impact ad formats highlighted Nivea’s hero products across relevant categories.
- Creative Optimisation: Custom visuals and messaging were developed for each platform and product type.
- Audience Targeting: Contextual placements reached users throughout the shopping journey.
- Product Prioritisation: Key products were selected for maximum relevance and consumer appeal.
- Campaign Management: Ongoing monitoring ensured optimization of placements and keywords that remained effective and budget efficient.
Compared with traditional digital marketing, one of the advantages of the OptimO Retail Media Eco-System is the Watsons Beauty Advisors. They are the real influencers among consumers, and this helps Maybelline to seed and promote our products.
Results
The Nivea campaign achieved remarkable performance:
- Reach & Engagement: Over 6.7 million impressions and 65,700 clicks, with a ROAS of 2,757%. This is 8 times more than the benchmark.
- Top Categories & Products: Hand & Body Care and Face Care drove the strongest returns; most-clicked product was Nivea Pearl & Beauty Spray Deodorant, most-viewed was Nivea Luminous630 SPF50 Day Cream.
- Platform & Page Insights: iOS users engaged most, while product detail pages generated the highest ROAS.
- Brand-Level Impact: Sub-brands including Visage, Sun, and Men achieved strong results, validating targeted product-level campaigns.
Conclusion
Nivea’s campaign set a benchmark for retail media performance for the Watsons Turkey’s OptimO proposition, achieving exceptional ROAS and engagement. Future campaigns will focus on expanding ad placements and refining keyword targeting to continue driving product relevance, efficiency, and growth.