Case Study

NIVEA

Woman applying skin care products to her face

195%

growth in organic traffic YoY

35%

increase in pages per session

63%

increase in traffic in Nordic regions

Our vision for NIVEA was to improve organic traffic by reaching users at far more varied touchpoints in their consideration process. Skincare is such a central part of so many people’s lives that our potential audience is looking for far more than just specific products online. We wanted to reach users at every point, from their initial search for advice all the way to final product recommendations.

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01 | Declining visibility and technical issues

Mac monitor displaying website analytics

Declining visibility and technical issues

When we first started working with NIVEA, the site was facing lot of technical issues and an over-reliance on brand terms that was leading to declining SEO visibility.

02 | Getting the house in order

Nivea case study on SEO improving website visibility

Getting the house in order

We started with some quick wins by conducting a technical SEO audit to understand what needed to be sorted on the website. We identified and fixed 404s and redirects which were impacting on SEO.

03 | Reaching users earlier in their consideration cycle

Reaching users earlier in their consideration cycle

We needed to start ranking for more non-branded keywords and reach a wider audience set. Instead of relying on product-related terms, we aimed to position NIVEA as a thought leader and created a wide variety of helpful advice content to engage with users who, for example, wanted to know what their skin type was. This has helped us improve rankings for non-branded keywords and build brand awareness.

04 | Creating engaging content

Creating engaging content

As part of our strategy to provide more helpful advice based content, we saw a gap in the market for a truly helpful skincare tool. While others existed, they were geared more to punting products than giving helpful skincare advice. We developed a detailed skincare routine builder that gathered information on a user’s skin type, concerns and lifestyle and outputted accurate and helpful advice along with associated products for both light and intense skincare routines. The tool also promoted date capture and allowed for tailored CRM so we could provide users with ongoing content relevant to their specific skin concerns.

05 | A Complementary PPC Approach

Compound bar graph showing growth over time.

A Complementary PPC Approach

NIVEA also needed to support new launches and be present in areas of the search landscape that are organically difficult. Using paid search to gain visibility where we couldn’t with SEO, we maximised the amount of traffic nivea.co.uk can receive for the minimum amount of budget in key focus business areas, driving consistent growth and a significant reduction in cost per click.

Client Says

Atom42 is the outstanding agency of all I have encountered right across the Digital Marketing space.

- Dan Newby, Digital Search & Content Manager for Northern Europe

Atom42 Says

Our work with NIVEA has allowed us to create a successful holistic, search marketing strategy tying all points of the user journey together. From creating useful, relevant and engaging content for users to optimising the onsite journey and focusing on a PPC strategy that captures users much earlier in the funnel, all while using a data-first approach for real tangible results.

- Luke More, Account Manager

NIVEA

Declining visibility and technical issues

Getting the house in order

Reaching users earlier in their consideration cycle

Creating engaging content

A Complementary PPC Approach

Samsung SEO

National Accident Helpline

Drinkaware

Huffington Post UK

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