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Nivea for Men has revealed impressive results for a digital campaign aimed at engaging male consumers and driving awareness of its sponsorship deal with the England football team.

‘The Great Football Experiment’ generated 3.25m YouTube views, added more than 1,000 subscribers to the Nivea YouTube channel, created over 51,000 Facebook ‘likes’ and drove 200,000 visits to the Nivea website.

As part of the campaign the brand sponsored a Sunday League team for a season and created a range of viral digital content that was shared across YouTube, Facebook, the brand’s website and a wide range of online publications.

The content included a ‘How to’ guide on performing goal celebrations, showing the Sunday League team being taught by Icelandic team Stjarnan FC who have gained popularity on YouTube for their routines.

Nivea also organised a match between their sponsored Sunday League team and a team of former England greats - producing a number interviews, action clips and match highlights in the process.

Nivea digital manager for Northern Europe Matt Marlow said that the brand traditionally focused on print and TV advertising but has been using digital channels to drive better engagement with its target audience.

We find that men are very active online but tend to consume media, whereas women actually interact and engage in discussions. So for us creating football videos was the best way to work with male consumers online.”

He said the campaign had been a big success in proving to internal brand teams that digital could be used to generate interest and achieve marketing objectives.

The conversations we are having now are around how we can continue using digital and keep these people engaged with the Nivea For Men brand with a campaign based around our sponsorship of the England football team.”

Digital channels such as YouTube and Facebook will be used to “make the TV ads work harder” in the future, to amplify Nivea’s marketing messages.

David Moth

Published 11 April, 2012 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

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