NIVEA

The objective

Take a proven format further down the funnel

NIVEA has built real momentum on TikTok, using Brand Auction, TopView and Branded Mission campaigns to drive mass reach and awareness. The next opportunity was to build on that foundation and evolve the platform's role beyond awareness.

The ambition: keep maximising reach, while also driving high-intent traffic to Boots.com and moving consumers further down the purchase funnel. All timed to the lead-up to summer, as demand for sun care starts to build.

The solution

TopView CTR optimisation, premium reach built to convert

TopView CTR optimisation was the natural next step. It keeps everything audiences love about TopView, the premium, full-screen, open screen placement, and optimises it for clicks, turning that standout reach into high-intent traffic to site. For the NIVEA UV Sun Stick, it was the ideal lead-in to summer: premium reach and converting action in one.

TikTok saw the opportunity to redefine the role of high-impact reach within NIVEA's media strategy. Rather than reach for its own sake, TopView CTR optimisation pointed that high-impact placement at meaningful outcomes further down the funnel, without compromising the scale NIVEA relies on.

The approach

A test-and-learn, built to prove the funnel

The UK launch of the NIVEA Sun campaign was underpinned by a collaborative test-and-learn approach, with NIVEA, OMD and TikTok working in partnership from planning through to execution. Aligning on the experimental design and creative strategy upfront meant the campaign was set up to drive strong business results while producing robust insights to shape future full-funnel commerce activations.

The creative paired a native, creator-led asset with a NIVEA branded asset, to learn which execution was most effective at driving action. The creator-led content delivered the slight edge, reinforcing native storytelling as a performance driver.

The results

Premium reach that drove real traffic

The test validated the hypothesis. Measured against the average of NIVEA's own Q1 TopView campaigns, TopView CTR optimisation delivered a +100% increase in click-through rate and a +119% increase in clicks to site. Proof that premium awareness formats can be optimised to drive measurable traffic, without compromising scale.

The learnings give NIVEA a repeatable playbook:

• Premium reach and performance are not a trade-off: TopView CTR optimisation drove clicks and traffic while holding on to scale

• Creator-led content had the edge, reinforcing native storytelling as a key driver of action

• The test gives NIVEA a proven foundation for future full-funnel commerce, and a path to Brand to Shop CTR TopViews

With TopView CTR optimisation proven to turn premium reach into high-intent traffic, NIVEA, OMD and TikTok have a clear foundation for full-funnel commerce, and a route to Brand to Shop CTR TopViews in future campaigns.