To celebrate NIVEA Men extending their partnership with Real Madrid, we wanted to show that even though they weren’t a shirt sponsor, they were in fact the invisible kit that every player wears throughout the game.
Instead of just putting out a press release or a simple graphic on social, we upped the hype by creating a campaign that teased the announcement to building intrigue, announced with a shareable and and visually thrilling film, then we worked with more influencers and creators to keep the conversation and association going.
Firstly, we “leaked” pictures from around Bernabéu stadium, sending them to influencers that used their own channels to speculate. We kept it completely unbranded to maintain intrigue.
Then we posted out our hero film. People went nuts for it. Real Madrid shared it, and so did the football press. It got triple the engagement rate than our benchmark.
Our influencers posted reveals on their own channels, and we worked with them to create more hype for our owned channels.