Beiersdorf, under Chief Digital Officer Axel Adida, is focused on marketing its major brands, including Nivea, across 89 markets. To make content on various social networks effective, Beiersdorf has partnered with AI tech firm CreativeX. This collaboration aims to analyze and optimize creative assets based on performance metrics across multiple platforms such as Google, Facebook, and Instagram. By 2025, they plan extensive testing of campaigns to refine their approach further, appealing to shifting consumer preferences and attention spans while maintaining alignment with brand-specific guidelines.
"We produce content on every continent, [in a] multitude of languages, for many different brands. The question is: how do you make sure that the content you put on different social networks is working?"
"That changes the way you build the narratives [and] the images that you show. [We] also show them on a very small screen. So the question is, how do you adjust your advertising, creative ideas, and machines to be more attuned to what consumers like?"
"CreativeX determines the effectiveness of that work by compiling all of Nivea's assets, including images, text, and video, and analyzing them for quality elements like sizing, optimal video length, and sound quality."
"In 2025, the brand aims to test all of its social media campaigns via CreativeX pre-launch, including 14 global campaigns and several regional ads."
Collection
[
|
...
]