Over three years on Hypefy, NIVEA ran 129 influencer campaigns across Croatia, Serbia, Slovenia, and Bosnia and Herzegovina. Total reach landed at 43.2 million people, with 1.7 million engagements and 59 million impressions across the run.
This is how it happened.
NIVEA didn't treat the four markets as one block. Some campaigns launched across all four at once, others stayed local. The product mix covered body care, sun care, men's, derma, cellular, micellar, and Labello, alongside standout activations, such as the Disney Princess collab and the Real Madrid partnership.
Key takeaways
One Brand, Four Different Audiences
NIVEA is a household name in every market Hypefy ran for it.
But name recognition only gets you so far when you're launching a sun product to one audience, a Labello collab to another, and a high-end serum to a third.
Different launches need different creators. And the four markets don't share one creator pool. Platforms, languages, and what people buy in each category all shift across borders.
Running this through traditional channels would mean a separate agency for each market, with separate retainers, creator searches, and reporting cycles. For a brand that launches as often as NIVEA does, sometimes three or four campaigns a month across the four markets, that setup is too slow and too expensive to scale.
Hypefy was the alternative. One platform, all four markets, AI-matched creators, no setup fee, no subscription. The brief goes out once. The reporting comes back in one place.
What the Data Shows
Three years of campaign data is enough to spot patterns that one-off agency briefs can't surface.
Croatia: The Engagement Powerhouse
Of the 129 campaigns, Croatia ran 56 of them, almost half the total.
Average engagement rate per reach across Croatian campaigns was 4.77%, the highest of any market in the set.
Some standouts:
Five separate campaigns above 8% ER in one market.
Serbia: Fewer Campaigns, Bigger Reach
Serbian campaigns were fewer, 16 of 129, but larger on average.
The Hyaluron Serum launch reached 1.6 million people.
Micellar Water Srbija followed at 1.1 million with 56k engagements.
Across the market, Serbia delivered 8.7 million reach on 16 campaigns, the highest reach-per-campaign ratio of the four markets.
Slovenia: Small Market, High Engagement
Slovenia had the smallest population of the four and still produced a 4.30% average engagement rate per reach.
Soft SLO 24 alone delivered 76,794 engagements, the single highest engagement count of any campaign in the entire NIVEA run.
Winter Hostess SLO hit 9.32% ER on under 100k reach.
Bosnia and Herzegovina: Million-Reach Launches Delivered Repeatedly
Bosnia and Herzegovina delivered 11.9 million in reach across 27 campaigns.
The Cellular epigenetic serum reached 1.1 million people, the Q10 Collagen Expert another 1.1 million, the SUN campaign 1.1 million more.
Three million-reach campaigns in one market, on the same product family Hypefy was matching creators for across the region.
Four Campaigns Worth Singling Out
Highest Engagement Rate: Konzum 24
The Croatian Konzum 24 retail campaign hit a 13.09% engagement rate per reach, the highest of any of the 129 campaigns. 308k reach, 381k impressions, 40k+ engagements from a small set of creators.
Retail activations are usually the hardest format to engage on. People scroll past store promos. Clearing 13% ER on one means the matching found creators whose audiences trusted the recommendation.
Biggest Reach: Hyaluron Serum Serbia
The Hyaluron Serum launch in Serbia reached 1.6 million people on a single campaign, with 2.97 million impressions and 28k engagements.
For context, that's roughly a quarter of Serbia's population.
Most Engagements: Soft SLO 24
Slovenia is the smallest market in the set, and Soft SLO 24 still produced 76,794 engagements, more than any campaign in any of the four markets, 843k reach, and 9.11% ER.
This is the case for not writing off small markets. The matching had a tight pool to work with, and it found the right creators inside it.
The Cross-Market Launches
Several product lines launched across all four markets within weeks of each other:
- The Q10 Collagen Expert Face Butter (March 2026)
- The Cellular epigenetic serum (September 2025 in three markets, then Slovenia in February 2026)
- The Luminous Anti Spot (December 2025 to January 2026)
- The Body Milk Plavi Dani
Combined reach for the Cellular epigenetic serum across Bosnia and Herzegovina, Croatia, and Slovenia alone was 2.5 million people on three near-simultaneous launches.
One brief covered all three markets, the AI matching found a different set of creators in each, and reporting lined up the three launches side by side.
The Co-Brands and the Centenary
The 129 campaigns weren't all standard product launches. Three stand out as activations that traditional influencer agencies usually struggle to scale across markets.
The Disney Princess x Labello collaboration in Croatia reached 636k people and generated 34k engagements at a 5.45% ER. A licensed-IP product needs creators whose audiences fit both the brand and the partner, and the matching had to clear two filters at once.
The NIVEA Men x Real Madrid activation in Croatia ran in April 2026 and hit a 4.84% ER on 312k reach with four creators. A sports co-brand needs creators whose audiences follow the partner sport, not just men's grooming creators in general.
The 100 godina, 100 NIVEA primjena centenary campaign in Croatia marked NIVEA's 100th anniversary. 632k reach, 21k engagements, 70 pieces of content from 63 creators. A brand-anniversary moment is harder to match than a product launch because there's no clear audience signal. The matching has to read the campaign as a celebration rather than a sale.
Three different formats, three different campaign goals, same platform.
The Platform Behind the Numbers
Three things explain the run. Hypefy's matching, the workflow, and the cost structure.
The Matching
56 of 129 campaigns delivered engagement rates above 4%. 36 cleared 5%. 19 cleared 7%.
Numbers like that, across that many launches, only happen when the creator and the audience genuinely fit the product.
A retail campaign doesn't go to a beauty influencer. A Cellular serum doesn't go to a Labello creator. A Slovenian Q10 product doesn't go to the biggest Slovenian name on Instagram if that name's audience skews young and doesn't care about anti-aging.
That's what Hypefy's AI matching is built to get right.
One Workflow, Four Markets
Running 129 campaigns through traditional agency contracts would mean four retainers, four briefing cycles, four creator search processes, four reporting formats, four invoicing structures. NIVEA ran them through one.
When the brand decided to launch the Cellular epigenetic serum across Bosnia and Herzegovina, Croatia, and Slovenia in the same quarter, that meant one brief shared across three markets, AI matching finding the right creators in each, and reporting that lined up the three launches side by side.
The Cost Structure
Hypefy charges no setup fee and no subscription. The budget a brand sets is the full cost. The platform fee is built into that budget, not added on top.
Creator rates come in lower than direct deals because Hypefy negotiates them at scale across more than 1,000 campaigns a year.
For a brand running 129 campaigns over three years, the compounding effect of that pricing structure is the difference between testing more and testing less. NIVEA chose to test more.
Results Across the Run
“The platform's data-driven approach allowed us to identify and collaborate with influencers who genuinely resonated with our brand and target audience. These influencers, through their authentic endorsements, have significantly amplified our brand presence and reinforced our reputation as a leading cosmetics provider.”
See how Hypefy would run for your next market.
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