Case Study: Essity achieves first-party data-driven personalization and significant revenue & conversion gains with BlueConic

Global Reach, Local Impact Essity's Blueprint for Data-Driven Marketing Success

Essity, a global leader in hygiene and health operating in 150 countries, faced the challenge of replacing third‑party cookies and navigating complex privacy laws while still effectively targeting and personalizing marketing across brands, regions, channels, and touchpoints. To own and activate privacy‑compliant first‑party data, Essity selected the BlueConic customer data platform (CDP) to unify regional data, build comprehensive customer profiles, and enable scalable personalization and audience targeting.

Working with BlueConic, Essity implemented a global CDP strategy with an online Playbook and turnkey “Recipes” so regional teams could rapidly deploy use cases while maintaining governance and consistency. In under two years Essity rolled out 45+ use cases across 11 countries and 10 brands, generating notable results: 32% click rates and 20,000+ sample requests from personalized sampling banners; +538% more leads from Facebook retargeting with no CPA increase; 38% more DTC revenue for incontinence products from personalized newsletters; a 10% drop in cart abandonment and 195+ redemptions; a 218% increase in new user registrations; and audience retargeting that reduced CPA by 50%, increased online revenue by 42% and improved ROAS by 25% using BlueConic segments.

Essity