This PR-led campaign successfully married innovative digital content with powerful and prolonged amplification to deliver significant ROI on Nivea for Men’s sponsorship of the FA.
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Nivea Great Football Experiment case study
1.
2. Nivea for Men – The Great Football Experiment
Please view our video of this campaign here
Objective:
Onlinefire needed to enhance Nivea for Men’s online profile, cement the association between Nivea for Men and
football, and create opportunities to have an ongoing presence on key publications
Thinking:
We knew football bloggers and journalists wouldn’t just want to be pitched episode after episode, so we had to
launch a creative campaign that gave people a reason to keep on writing about GFE
We needed to find a news hook that football fans and non-fans would find interesting
Solutions:
We loved the wacky goal celebrations of Stjarnan FC, so we
brought them down to teach Ivory FC how it’s done in with video
content we could drip-feed to online publications
A how-to video showing Ivory FC how to do their most famous
celebrations
A sneak preview compilation of Ivory FC’s 2012 celebrations
(never before seen)
3 exclusive videos dedicated to online nationals
Delivery:
58 pieces of coverage in total
4 pieces of national coverage
Coverage on The Sun, The Guardian, The Mirror, ESPN,
Match of the Day Online , MSN and Zoo Online
113,132,393 opportunities to see across the world
Over 11x above targets with OTS