Hamburg, March 21, 2018 – The recently published
rankings for the digital performance of FMCG brands of one of the leading
digital ranking companies, L2*, has named NIVEA the market leader across
Germany and the sole “Digital Genius” of the industry. This puts Beiersdorf
with NIVEA receiving a Digital IQ of 157 in the study at the top of the
rankings – an improvement of three places over the previous year. Moreover,
NIVEA MEN is among the winners of the overall survey.
The
L2 Survey annually evaluates the digital performance in the areas of "Website
& E-Commerce", "Digital Marketing“, "Social Media" and "Mobile", each classified
in five levels.
In the resulting
ranking, NIVEA was able to achieve the highest point total and at the same time
was the only brand to be awarded with the best possible rating of “Genius.” For
L2, "Digital Geniuses" are brands that reach their consumers over a variety of end
devices and diverse channels. NIVEA was able to beat out 74 other brands like
Pampers, L’Oréal and Philips in the ranking.
“The result of the L2
Digital IQ Index pleases us and confirms that we are on the right path,” says
Ralph Gusko, Board Member for Brands of Beiersdorf AG. “We want to offer our
consumers an excellent brand experience across all channels. That’s why we
concentrate on digital solutions that offer a true added value.” Digital
competence is a decisive factor for competitiveness. In addition to a smart mix
of the company’s own platforms and linking up with other channels, with NIVEA
Beiersdorf is betting primarily on relevant content and services that go beyond
the product. The company is also investing in strategic, global partnerships
with Amazon, JD.com and Alibaba and is working on innovative digital solutions
with numerous startups. “Our digital strategy in Germany is consistently
oriented on the expectations of our consumers towards digital brand management,”
adds Thorsten Schapmann, Head of Digital Marketing NIVEA Germany. “That’s why
we are happy that the validity of our strategy has been impressively
corroborated by the renowned L2 study.”
L2 especially praised
the comprehensive product sites and the high visibility on internet retailers
like Amazon. In the area of digital marketing as well, NIVEA was persuasive
with its expert application of email marketing and desktop display advertising.
In the area of Social Media NIVEA is in a position like few other brands to
generate remarkable reach and interaction rates. YouTube, Instagram and
Facebook were considered by the study.
On all three
platforms NIVEA nurtures a close dialogue with consumers and strengthens brand
loyalty.
*About the Digital Rating Company L2L2 is a member-based information service that rates the digital competence of brands and makes data-driven insight from its own surveys available to its members. It’s IQ Index is the global standard for the digital performance of prestige brands. Further information about L2 can be found here.