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  • JAMIE REDKNAPP'S GRASSROOTS ROUND-UP

JAMIE REDKNAPP

Client: Beiersdorf
Brand: Nivea for Men

CLIENT CHALLENGE

Nivea Men, supplier of the England Football team, wanted to raise their profile with amateur footballers. Players were starting to use it after the game, but weren’t talking about it the way they would about the sports, fashion and lager brands they feel much more comfortable with. 

Our strategy was to identify the culture of changing room banter and insert the brand into the heart of it (where it already has a natural place). By layering Nivea Men into the fabric of men’s lives we both normalised and legitimised a ‘skin care’ brand to this incredibly selective audience.

 

CAPTIVATING THINKING

Football is the highlight of our audience’s week – playing, watching and talking about the results back at work. Our pastiche of Sky Sports allowed our audience to critique their mate's performances in a hilarious and totally unexpected way - positioning Nivea as a brand that ‘speaks the same language’ as their audience.

 

STACK RESULTS

Nivea Men had earnt a place in the locker room, but not in guy’s conversations. With this campaign we not only showed our audience that we understood real grass roots football culture, but we convinced over 10,000 guys to interact with the brand and create a video they then shared with a teammate – who then went on and shared again.

 

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