Case Study

Dove Men+Care works with Niche creators to associate its brand with Lions rugby

Key results

The opportunity

Dove Men+Care () saw the British & Irish Lions () 2017 New Zealand tour as a prime opportunity to raise brand awareness and reinforce its association with rugby.

Knowing that for rugby fans around the world, the New Zealand tour would happen on Twitter, sought to bring its brand and its audience closer to the excitement via a variety of creative formats and tactics.

 

The strategy

remained lively and relevant throughout the Lions tour conversation by creating three main strands of content: engagement-focused brand messages, reactive content during test matches, and video-rich influencer content commissioned through Niche – Twitter’s network of creators.

For ’s campaign, Niche enlisted creators whose audiences aligned with the brand’s key demographics of ABC1 35-45 males with an interest in rugby. Each of the creators – Alex Corbisiero (), Matt Johnson () and Father of Daughters () – documented the tournament as it happened, so fans could experience key moments alongside the influencers they follow. As a result, ’s rugby-themed hashtag, , was able to reflect this spirit of camaraderie.

 

Enlist influencers to spread your message.

When influencers such as former rugby player and commentator Tweeted on behalf of ’s campaign, they became brand ambassadors, carrying positive association deep into their own highly engaged networks.

 

Go wide with Conversational Video.

didn’t just enlist big-name influencers. With Conversational Video, made it easy for regular fans to take part in the campaign, and to share it among their own followers.

 

Unify your campaign with a strong hashtag.

The hashtag united many of ’s campaign Tweets, making them identifiable whether they came from influencers or the brand’s own account. 

 

Prepare to react in real time.

had prepared creative – including this stop-motion video – that it could share as live reactions to events on the pitch, ensuring the brand stayed relevant and top-of-mind at key moments in matchday conversation.

 

The success

With its campaign for the Lions tour, hit upon a powerful mix of brand-led engagement activity with influencer-driven video content. It drew over 1.5 million engagements, and a video view-through rate of 31.55%  

found that the campaign drove positive sentiment and strong overall message association, with a 7 point increase in ad recall and 7.3 point increase in sponsorship association.

Our objective was to raise awareness of Dove Men during the Lions tour, while reinforcing Dove Men’s association with rugby. Twitter was the perfect medium for our strategy: its reactive nature allowed us to drive strong message association during peaks of conversation around the tour.

Simona Marmina Mindshare UK, Paid Social Business Director

Solutions used

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