Dove Men+Care (@dovemen) saw the British & Irish Lions (@lionsofficial) 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, @dovemen sought to bring its brand and its audience closer to the excitement via a variety of creative formats and tactics.
@dovemen 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 @dovemen’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 (@AlexCorbs), Matt Johnson (@Mattjohnsons) and Father of Daughters (@F_of_Daughters) – documented the tournament as it happened, so fans could experience key moments alongside the influencers they follow. As a result, @dovemen’s rugby-themed hashtag, #ScrumTogether, was able to reflect this spirit of camaraderie.