The NIVEA Men Value Offer campaign proved that when precision meets performance, engagement follows. Across Indonesia, the campaign empowered consumers to claim an Rp20,000 discount redeemable at Indomaret and KlikIndomaret, turning awareness into measurable in-store sales. What made this activation unique was its real-time optimization and coupon recycling strategy, allowing NIVEA Men to maximize conversions even from a limited code supply. It also revealed valuable behavioral insights — showing that nearly half of claimants were female buyers purchasing for male family members or partners, expanding the traditional definition of “male grooming audience.” With seamless integration across Grivy Wallet, Paid Media, and Indomaret in-store promotions, this campaign demonstrated that smart optimization and an understanding of human intent can turn every click into brand growth. enabling NIVEA Men to maximize conversions even with a
A Smarter Way to Engage the Modern Grooming Consumer
It was more than another sales promotion — it was a strategic leap in how data and precision could fuel growth. With rising competition in the men’s skincare segment, the campaign focused on delivering a simple yet effective value proposition — powered by real-time consumer intelligence. By partnering with Grivy, NIVEA Men launched an omnichannel experience that blended digital awareness with physical convenience. Consumers were targeted through browser notifications, Grivy Wallet banners, and social media posts, leading them directly to redemption points at Indomaret and KlikIndomaret. This frictionless experience made trying NIVEA Men easy, instant, and rewarding — turning intent into measurable sales while reinforcing trust among both male and female shoppers.
Driving trial, capturing data, and optimizing performance in real time
The main objective was to drive new user acquisition, increase repeat purchases, and improve coupon efficiency across digital and in-store environments. NIVEA Men aimed to reach both core male users and female decision-makers who influence grooming purchases. Beyond trial, the campaign sought to build first-party data, enrich audience profiles, and improve performance by adapting dynamically to consumer behavior throughout the campaign period.
An agile, data-optimized journey turning precision into performance.
When optimization becomes opportunity
The campaign achieved remarkable performance, proving that agile marketing delivers results even with limited resources.
NIVEA Men demonstrated that growth doesn’t just come from scale — it comes from precision, insight, and adaptability. The campaign proved that smart optimization, fueled by data and empathy, can make even a simple value offer a catalyst for long-term brand strength.
