In 2023, NIVEA became the first beauty brand to sponsor Prime Day in Saudi Arabia and UAE, which meant NIVEA would be at the forefront across all of Amazon Prime Day marketing activities in the two countries.
Why Prime Day you ask? Prime Day is Amazon’s biggest deal event of the year with more than 200 million paid Prime members in 25 countries across the world, bringing significant benefits to brands, even if they don’t sell on Amazon.
Through this partnership with Amazon Ads, NIVEA launched its “Skin Care, Delivered” campaign that highlighted the resonant value propositions of Amazon customers across selection, speed and convenience, while redefining quality skincare as something accessible and for everyone.
The key insight driving this campaign was that many audiences view skincare routines as timely and costly.
To address this, NIVEA curated products for consumers based on daily routines, such as day time or night time preparations, that simplified their decision making while saving them up to 51%.
So, while their presence was extensive, the experience was seamless and positive – and that’s what customers remember long after checkout.
Find out more about NIVEA’s Skin Care, Delivered campaign here.
Moreover, the sponsorship enabled NIVEA to showcase engaging ads at every point of entry – from outdoor advertising, radio spots, emails, app push notifications, and online ads – NIVEA was top-of-mind whenever customers in Saudi Arabia and UAE thought of Prime Day.
The brand also leveraged Amazon’s Gateway and Prime Day event pages as part of the sponsorship to help maximise reach.
As the event concluded, the results were clear. NIVEA had not only capitalised on the great traffic Prime Day witnesses, but had also set a precedent for how brands can effectively engage with a vast audience during peak shopping events.
The campaign generated an impressive 173 million impressions on the Amazon Homepage and secured over 12 million clicks on Prime Day display and video campaigns featuring NIVEA. (1)
Want to learn more about the results of this campaign? Click here.
“Reflecting on Prime Day 2023, the opportunities it creates for brand growth and customer engagement also extend to outside the peak shopping event. Advertising during Prime Day can create reverberations beyond the shopping event itself, enabling brands to engage with high value audiences, helping drive year-round business results and long-term return on investment.
“To have had NIVEA take the Prime Day Title Sponsorship, global first, across UAE and KSA allowed them to engage with Amazon’s prime shoppers for the first time across multiple consumer touchpoints driving strong engagement and impact for their brand” said, Salmeh Vakilian, Industry Head CPG, Amazon Ads MENA
Sources:
1 – Amazon Internal Data, UAE & KSA, 2024
