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Nivea Great Football Experiment case study


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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. 1. Nivea for Men – The Great Football ExperimentPlease view our video of this campaign hereObjective:Onlinefire needed to enhance Nivea for Men’s online profile, cement the association between Nivea for Men andfootball, and create opportunities to have an ongoing presence on key publicationsThinking:We knew football bloggers and journalists wouldn’t just want to be pitched episode after episode, so we had tolaunch a creative campaign that gave people a reason to keep on writing about GFEWe needed to find a news hook that football fans and non-fans would find interestingSolutions: 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 nationalsDelivery: 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