Beiersdorf localizes global ad content with Grip

Can localized ad content go hand in hand with global scale?

Beiersdorf, the company behind brands like NIVEA and Eucerin, is looking for ways to create hyper-localized marketing content for all its formats and channels globally.

Delivering highly targeted and personalized marketing messages required a more efficient approach, as traditional methods like lengthy photoshoots and manual edits are becoming unsustainable due to extended lead times and high costs.

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Beiersdorf set their sights on being a frontrunner in delivering personalized, channel-specific, global marketing experiences, requiring a solution that could streamline content production while ensuring creative consistency worldwide.

Grip is seamlessly integrating its content configuration engine into Beiersdorf’s ecosystem, leveraging controlled, rule-based AI and NVIDIA Omniverse powered digital twin technology to automate the production of consistent, hero-quality visual content. This approach enables Beiersdorf to create and scale marketing assets with precision while maintaining high-quality output.

How It Works

1. Precision-made digital twins for visual content production at scale

By transforming Beiersdorf’s product portfolio into digital twins, Grip enables hyper-realistic content production without the need for traditional methods. Using a combination of CGI and physics-based rendering, Grip precisely replicates every detail of its skincare products in a fully digital environment.

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Through advanced material scanning, the system captures nuances such as the soft sheen of a moisturizer bottle, the transparency of gels, and the way light interacts with different textures. These digital twins, built with a partnership between Grip andNVIDIA Omniverse, can then be instantly adapted to any scene, lighting condition, or content use case.

2. AI-enabled content configurators

Ad content needs to adapt to different markets, audiences, and channels. A NIVEA moisturizer ad might need a sun-kissed, tropical look in one region and a winter-themed, hydration-focused feel in another. The Grip engine uses generative AI to adjust lighting, backgrounds, and product highlights while keeping brand consistency intact.

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We converted Beiersdorf’s marketing materials into AI-enabled content configurators, allowing them to create hero-quality variations at scale. Smart templates apply brand, product, and channel rules toautomate content production. Features like dynamic asset selection, intelligentscaling, controlled AI workflows, and automated file naming ensure every asset is precise, flexible, and ready for any use case.

“Localized content doesn’t have to be slow or expensive anymore. AI changes the rules. Together with the brilliant team at Grip, we’ve reimagined how we create and adapt marketing content at scale. With their product GRIP, we’ve reimagined our entire approach:

Bycombining AI-driven content configurators with digital twins of our complete product portfolio, we’ve unlocked unprecedented scalability in content creation.”
— Jasmin Quellmann, Head ofMarketing Technology & AI at Beiersdorf

3. Consistent brand integrity

Beiersdorf is home to a portfolio of legacy brands, making brand integrity across multiple variations a key requirement for all generated assets. Grip guarantees these standards are met by automating composition, perspective, and text overlays.

By integrating photography, video, brand assets, CGI, and AI—and complementing them with precise typography and automated compositing—Grip generates visuals that look just right every time.Always on-brand, always impactful.

4. Eliminate production redundancies

Grip’s InstantRender technology cuts production time from weeks to minutes. Marketing teams can react faster to trends, seasonal shifts, and product launches without delays.

It’s possible to reduce campaign deployment by over 50%, helping brands like Beiersdorf adapt and capture more sales. Grip also ensures content meets e-retailer rules, optimizes assets for Google, Meta, and TikTok, and delivers broadcast-quality video. With dynamic content optimization and embedded metadata, every asset is ready for personalized, targeted delivery. More agility with better results.

“With the ability to tailor content at lightning speed, adapting to local markets and specific needs, this is truly a game changer for marketing.”
— Benita von Treuenfels-Niemann, Content Automation & DigitalTransformation Product Owner at Beiersdorf

Bridging the gap between scale, speed, and local content

Beiersdorf now delivers high-quality, brand-compliant content for global and local markets more efficiently. By automating content workflows with AI, their marketing teams can produce precise, on-brand content at scale without the usual bottlenecks of time, cost, or complexity.

“This innovation bridges the gap between global scale and local relevance. I’m excited to see how these advancements will continue to shape marketing at Beiersdorf and beyond.”
— Jasmin Quellmann, Head of Marketing Technology & AI at Beiersdorf

Want to see the magic for yourself? Learn more about Grip’s solutions here.

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