Case Study

Dove Men+Care works with Niche creators to associate its brand with Lions rugby

Key results


view-through rate

points on ad recall

The opportunity

Dove Men+Care (@dovemen) saw the British & Irish Lions (@lionsofficial) 2017 New Zealand tour as a prime opportunity to raise brand awareness and reinforce its association with rugby.

Knowing that for rugby fans around the world, the New Zealand tour would happen on Twitter, @dovemen sought to bring its brand and its audience closer to the excitement via a variety of creative formats and tactics.


The strategy

@dovemen remained lively and relevant throughout the Lions tour conversation by creating three main strands of content: engagement-focused brand messages, reactive content during test matches, and video-rich influencer content commissioned through Niche – Twitter’s network of creators.

For @dovemen’s campaign, Niche enlisted creators whose audiences aligned with the brand’s key demographics of ABC1 35-45 males with an interest in rugby. Each of the creators – Alex Corbisiero (@AlexCorbs), Matt Johnson (@Mattjohnsons) and Father of Daughters (@F_of_Daughters) – documented the tournament as it happened, so fans could experience key moments alongside the influencers they follow. As a result, @dovemen’s rugby-themed hashtag, #ScrumTogether, was able to reflect this spirit of camaraderie.


  • Retail
  • Creative Canvas
  • Health & Beauty
  • United Kingdom
  • Case Study
  • Audience Targeting


Enlist influencers to spread your message.

When influencers such as former rugby player and commentator @AlexCorbs Tweeted on behalf of @dovemen’s campaign, they became brand ambassadors, carrying positive association deep into their own highly engaged networks.



Go wide with Conversational Video.

@dovemen didn’t just enlist big-name influencers. With Conversational Video, @dovemen made it easy for regular fans to take part in the campaign, and to share it among their own followers.



Unify your campaign with a strong hashtag.

The hashtag #ScrumTogether united many of @dovemen’s campaign Tweets, making them identifiable whether they came from influencers or the brand’s own account. 



The success

With its #ScrumTogether campaign for the Lions tour, @dovemen hit upon a powerful mix of brand-led engagement activity with influencer-driven video content. It drew over 1.5 million engagements, and a video view-through rate of 31.55%  

@dovemen found that the campaign drove positive sentiment and strong overall message association, with a 7 point increase in ad recall and 7.3 point increase in sponsorship association.

Solutions used

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Creative Canvas

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