Last summer, Dove Men+Care launched its £4 million “Care Makes a Man Stronger” campaign, which included a significant sponsorship deal with the Rugby World Cup.
The partnership saw Dove Men+Care announced as an official tournament supplier and grooming Partner of the Rugby World Cup 2015 and, as a result of the agreement, our product was given to more than 500 players from participating teams during the tournament.
Tickets for the pool and the knock out stages were also made available to Dove Men+Care customers through competitions in all major retailers, as well as through the brand’s own social media channel, @dovemen.
Dove Men+Care has been involved with rugby for more than five years and it’s a platform that has been at the heart of the brand’s growth. It allows us to tap into a key passion point for our consumers and to offer some fantastic and genuine added value content. Working with the home nations rugby teams not only means we get to associate ourselves with something our consumers love, but it also allows us to work closely with our retailers to give something back to them in the form of once in a lifetime opportunities and competitions.
“Care Makes a Man Stronger” encompasses everything we set out to achieve with the Dove Men+Care brand. From our facial skincare range to our body washes and deodorants, all our products are designed to care for men’s skin – ultimately making it stronger. But it’s not only our product range that focuses on caring; all of our activity aims to communicate that real strength is shown by caring and to challenge the traditional stereotypes associated with strength.
We’ve achieved a strong engagement with our consumers, particularly through Twitter, with Dove Men+Care being the most mentioned official sponsor and achieving the second highest amount of branded hashtags throughout the tournament. We were also able to give back to our consumers through social media, offering the chance to win tickets to high-profile games.
Yes it has. We saw a significant uplift in sales during the Rugby World Cup and had thousands of competition entries through our in-store promotion.
Although Dove Men+Care is used by a wide range of men, our typical customer tends to be 35 years old or over and a family man – 65 per cent of our customers have young families. We’ve also found that although our users are men, the products are often purchased by their female partners. Our consumers are looking for a quality product and are willing to spend a little extra on products that really care for their skin.
Being part of big sponsorships and creating campaigns with great partners, such as the Rugby World Cup, has to be one of the best elements of my role. Not many people can say they’ve been able to work with leading sportsmen, particularly with the tournament being held in our home country this year. As Dove Men+Care is also a fairly young brand that has only been around for five years, I get to be part of crafting the future growth strategy of the brand, which is hugely rewarding.