THE CHALLENGE

Beiersdorf required a significant shift in media strategy: From the biggest traditional skin care brands to identifying and reaching audiences based on their digital behaviour.

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THE SOLUTION

Precision Marketing was continually expanded up to 70% of the total digital budget by tapping consumer data streams from various sources and converting those into signals that could be activated.

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DENTSU'S TRANSFORMATIONAL CONTRIBUTION:

This strategy put BDF into pole position delivering 40% more penetration on commerce before Covid accelerated consumer behaviour change towards online.