Shield: Pressure Moments

Shield, a deodorant brand, used Twitter to engage soccer fans in South Africa at key moments during the FIFA World Cup.

Campaign details

Brand: ShieldLead Agency: GorillaRegion: EMEA

Strategy

Objective

Create brand awareness during the Soccer World Cup. Highlight Shield's efficacy within pressure moments of the game.

Get lapsed Shield and Nivea users to switch by convincing them that Shield offers ultimate protection when they move.

Target Audience

LSM B 18 - 35 male. Driven, aspirational and motivated.

A passion for soccer; seen as a form of escapism from everyday life.

Creative Strategy

The FIFA World Cup 2018 is the most talked-about event of the year online, on mobile. Shield needed an angle as an antiperspirant...

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