In a world where attention is fragmented and consumers move seamlessly between screens, Beiersdorf South Africa is championing a new approach to media — one that blends creativity, data and culture into a single, living ecosystem.
The inaugural Mzansi Media Mash-Up was more than a media event; it was a call to reimagine how brands show up in a world where South Africans scroll, stream, shop and share all at once. Hosted by Beiersdorf South Africa — the home of NIVEA, NIVEA MEN, Eucerin and Elastoplast — the immersive experience brought together some of the country’s top media, tech and creative players to explore what meaningful connection looks like in 2026 and beyond.
“Media is no longer about just channels and placements — it’s about connection,” said Teniel Nelson, Head of Integrated Media at Beiersdorf South Africa. “Our consumers don’t live in silos, so neither should we. The Mzansi Media Mash-Up is about curiosity, collaboration and the courage to rewrite the playbook for how brands engage South Africans across every touchpoint.”
A Bold Vision for South African Media
Beiersdorf is redefining how global media strategies are localised for the South African market — from precision marketing pilots that delivered a 60% uplift in ROAS, to cross-channel influencer frameworks that achieved over 3x earned media value.
The Mash-Up built on this momentum by creating a space where brand, agency and platform thinking converged. The event featured live insights and demos from Spotify, TikTok, e.tv, Google, Way-Out Media, Metlestate and Carat, each unpacking the latest shifts in consumer attention — from AI-powered creativity and connected TV to the cultural rise of gaming and phygital out-of-home storytelling.
“South African consumers are leading the world in how they blend physical and digital experiences,” said Teniel Nelson. “They’re watching House of Zwide on e.tv, engaging with their favourite creators, ordering their new NIVEA Nourishing Lotion on Checkers Sixty60, and listening to their skincare ritual playlist on Spotify — often within minutes. Understanding that behaviour is the future of modern marketing.”
Authenticity and Influence Reimagined
An event like this wouldn’t be complete without a deep dive into one of Beiersdorf’s strongest media levers — influence. Barbara Moagi, an avid Nivea enthusiast, was the MC for the event and led the Nano & Micro-Influencer panel which explored how influence is shifting from scale to substance, with smaller creators driving deep engagement through relatability, trust and community.
Influencers are a key growth driver for Beiersdorf, and one that Teniel Nelson and her team are leading with empathy and precision. Creator Gloria Ngcobo captured the moment perfectly when she shared:
“You are real, your content is raw, and that’s what people love about you. The future is bright for creators who stay authentic — and for brands that give them space to be.”
Collaboration as a Competitive Advantage
The Mash-Up also showcased Beiersdorf’s integrated partnership model, which unites its leading agencies around shared objectives, transparency and performance. Rather than working in parallel, these partners co-create cross-channel strategies that fuse data-led targeting with emotionally resonant storytelling, ensuring every campaign builds both brand equity and business impact.
“What makes Beiersdorf different is not just the brands we build, but how we build them — together,” said Franki Lock, Client Lead at Carat. “This event reflected that spirit — a collaborative, insight-led, proudly South African approach to media.”