From the pitch to the screen: How TRG helped NIVEA MEN win over football fans with data-driven content
From the pitch to the screen: How TRG helped NIVEA MEN win over football fans with data-driven content
Case
With the UEFA EURO 2020/21 tournament approaching, Beiersdorf faced a major challenge—how to keep NIVEA MEN top-of-mind among football fans when pandemic restrictions had eliminated traditional sponsorship activations. Without stadium promotions or live events, the brand needed a fully digital approach to connect with fans, drive engagement, and maintain its association with football culture.
To achieve this, Beiersdorf had to:
- Digitally recreate the excitement of live football to capture fan interest.
- Strengthen emotional connections between NIVEA MEN and its audience.
- Ensure sustained visibility throughout the tournament.
- Use data-driven insights to optimize engagement and track performance.
Solution
Our company Interactive marketing Group developed a dynamic content platform, transforming NIVEA MEN’s sponsorship activation into a fully digital experience. This interactive content hub blended brand storytelling, real-time engagement, and personalized content delivery, creating a seamless online extension of the tournament.
The strategy incorporated:
- Football lifestyle content, featuring behind-the-scenes insights and match updates.
- Real-time engagement analytics, ensuring content reached fans at key moments.
- SEO and discoverability tactics, maximizing organic traffic and search visibility.
- Data-driven personalization, adapting content based on user behavior.
Results
The data-driven content strategy delivered significant impact:
🚀 300,000 website visits in just 10 weeks, demonstrating strong fan engagement.
🔍 70,000 SEO-driven clicks in 10 months, proving the long-term value of optimized content.
💡 Sustained audience interaction, with content continuously refined based on real-time engagement insights.
🎯 Stronger brand connection, reinforcing NIVEA MEN’s relevance in football culture.
The results
Outlook: What could be next for Beiersdorf?
With the foundation of data-driven content engagement now established, Beiersdorf has the opportunity to further refine its customer journey. Within TRG’s Five Pillars, the next logical step would be:
✔ Optimization & Automation – Leveraging AI-powered content personalization to target specific fan segments more precisely.
✔ Data Monetization – Turning fan engagement data into actionable insights for future campaigns, refining paid media strategies and audience targeting.
✔ Go-to-Market Concepts – Expanding the interactive platform approach beyond football to other sports and lifestyle communities.
By scaling its data-driven engagement model, Beiersdorf can drive long-term brand affinity, increase customer lifetime value, and establish NIVEA MEN as the go-to grooming brand for sports enthusiasts.
This case was implemented by the Interactive Marketing Group (IMG).
