We worked with Unilever to help them identify, secure and activate its rugby union partnerships in the UK.
Dove Men+Care wanted to appeal to its target audience of males aged 35-55 in the UK & Ireland, and improve brand awareness, consideration and affinity. The brand also wanted to increase perceived masculinity of the brand and, crucially, increase engagement and sales.
We identified rugby union as the ideal platform to achieve this, the sport has huge appeal with the target audience and a reputation for absolute physicality that would help shift brand perception. By creating content, retail promotions and social media campaigns around the four home rugby unions, the brand awareness was centred to the key markets.
48% of target audience said they were more likely to consider purchase as a result of sponsorship. How did we exploit this opportunity? 1 in 4 rugby fans stated that the DM+C brand campaign had prompted awareness and the brand’s deodorant sales overtook Nivea for the first time.