The goal of the campaign was to increase the relevance of NIVEA MEN for youth by taking over the territory of cyber football in Ukraine, as well as to strengthen the NIVEA MENness brand attributes.
To communicate the idea, we decided to bring Ukrainian clubs to the Championship Arena and establish the first Ukrainian cyber football championship with the FIFA 20 Championship with EA Sports and the Ukrainian Premier League (UPL).
To get the most coverage, we came up with a complex digital activities ecosystem (website development, broadcast of the tournament on Twitch, digital and SM-support (Google, Facebook, Instagram, Youtube, Twitter), integration with opinion leaders).
For Youtube ads, we developed 9 different videos, targeted at 9 different audiences – fans of each Ukrainian Premier League team.
Also, the key video for a wide audience with a CTA to watch and root for your team was promoted along with the individual team videos.
To reach as much relevant audience as possible, we also promoted the tournament on Facebook & Instagram. The posts were developed in the same visual identity to build a wholesome impression of the campaign and raise awareness.
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