Brand story

NIVEA MEN, a worldwide leading men’s grooming brand, had partnered with Southeast Asian online marketplace Lazada to open an online store in Vietnam, as part of a strategy to expand its distribution channels in the country. With more than 3,000 brands on Lazada, NIVEA found that it was facing extreme competitions to get noticed in a crowded market.


NIVEA MEN wanted to increase site traffic through the acquisition of quality leads, and to boost online purchases.


There were two prongs to the strategy, with the first involving the use of CrossX AI to acquire a quality audience who were similar to existing customers – and hence were more likely to respond favorably to marketing campaigns.

The second entailed the adoption of remarketing, through a user-centric approach using CrossX Remarketing to accurately identify the user behind devices to shorten the time between visit and purchase.


By using Appier AI, NIVEA MEN successfully increased traffic over time. Daily impressions went up by 182% while daily clicks increased by 92%. The resulting click-through rate (CTR) was 22% higher than the stipulated KPI, with a landing rate that exceeded NIVEA’s expectations.

Appier successfully brought in more high-value traffic for NIVEA, and the campaigns designed to drive traffic resulted in optimized purchases. Appier brought in up to 150% more purchases, compared to other vendors.

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