Shield: Move more at home

During the lockdown of 2020, Shield, the South African deodorant brand, ran a mobile-first exercise campaign to build brand loyalty and offset the pandemic’s effect on sales, resulting in a significant increase in brand share.

Campaign details

Brand: ShieldLead Agency: Oliver Marketing (Ustudio)Region: EMEA

Strategy

Objective

In March 2020 we were placed in lockdown and the Shield team had to move quickly. Deodorant protects you from sweat and odour, but the market cared less about this as they were stuck inside and not seeing colleagues and friends on a daily basis. So how do you get people who are stuck inside their homes to move more and in turn continue to use and buy deodorant?

Target Audience

Shield's strategy in 2020 had to take into account that their core audience...

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