Case Study
Dove Men+Care works with Niche creators to associate its brand with Lions rugby
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Key results
1.5M+
engagements
31.5%
view-through rate
+7
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.
01
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.
03
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.
04
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.
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Solutions used
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