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About the Campaign
We launched Nivea Men via a unique football
and PR platform called The Higher Institutions Football League (HIFL); a
9-month seasonal activation that connected the brand with the consumer passion
in alignment with Nivea Men’s global partnership with Real Madrid.Challenge
In other markets, Nivea Men is well-known
especially through the brand’s global partnership with Real Madrid Football
club. However, in Nigeria the brand struggled with visibility and awareness due
to the absence of a unique platform targeted at young male consumers 18–35
years old. The key challenge was how to build meaningful awareness and
connection for Nivea men in Nigeria leveraging football as a passion as well as
encourage purchase and trial.Insights/Solution
We needed the youth to watch, play and be a
part of Nivea Men family united through their passion. Our insight also showed
that over 50% of our target consumers were students in Nigeria’s widely spread
higher institutions space, hence it will make business sense to leverage an
opportunity targeting the tertiary student population to create awareness,
participation, and connection. Then there was the challenge of the dearth of
opportunities in this space as NUGA (Nigeria University Games) and NIPOGA
(Nigeria Polytechnic Games Association) are no longer in existence. There was a
need to dig deeper and innovate outside of media.We created branded football kits for all
universities that participated in the league giving Nivea Men more
mileage.We created public interaction events
through press releases and media briefing sessions before and after the league
which gave opportunity for brand managers and stakeholders to speak about Nivea
Men.We developed highlights of key matches
across Nigerian universities and took over 1 hour airtime on DSTV SuperSports9
every Friday at 8pm tagged GAMETIME. GAMETIME was also transmitted on key
terrestrial network TV stations such as NTA and AIT on Saturdays primetime
throughout the season.We developed a SUPER 4 sub segment of the
competition where the top 4 teams came to Lagos to compete for the grand prize
and the winners’ medals. This gave opportunity for the alumni of these
universities to form supporters’ clubs for their colleges all sponsored by
Nivea Men. All SUPER 4 matches were transmitted live by DSTV SuperSports9
Brought to You by Nivea Men.We established the ELITE Awards and Gala
Nite which was a red-carpet ceremony and final act of the season where all
winners were rewarded including special recognition and editorials for Nivea
Men.Nivea Men and HIFL curated TV and radio
commercials were amplified across major TV and radio networks pan Nigeria for
reach and penetration. Amplification
also included digital and social channels such as Facebook and Instagram for
more engagement.Results
By the end of 2021, awareness for Nivea Men
increased by 20%Market share increased +3 exit 2021
Brand love grew by 200%