Case Study: NIVEA achieves measurable search growth with Iris

NIVEA grows engaged sessions 28% with Iris

The customer NIVEA faced the challenge of proving the commercial impact of its search marketing, which was a key touchpoint. With no direct ecommerce sales and increasing privacy restrictions limiting measurement, traditional metrics were becoming less meaningful. The skincare brand needed to align its SEO and SEA efforts across over 30 markets and move beyond measuring mere traffic. NIVEA enlisted the vendor Iris to help transform search into a proven driver of business growth.

Iris created a bespoke Qualitative Measurement Framework (QMF) to redefine success around meaningful engagement rather than clicks. This framework was integrated into Google Ads for value-based bidding and united SEO and SEA into a single ecosystem using automation. The solution delivered significant results for NIVEA, including a 28% growth in engaged sessions across Europe, a 132% year-over-year increase in conversions, and a 290% YoY increase in conversion value per cost. The work was rolled out across 30+ markets and won a Marketing Society Award for Performance Marketing.

NIVEA