Case Study
Euro-Cup Real-Time Marketing: Unilever Personal Care Product Placement
During the Euro-Cup 2021, we partnered with the beloved sports anchorman Erbatur Ergenekon to promote Unilever’s male personal care products, such as CR7 by Ronaldo and Rexona. Ergenekon’s extensive social media reach and in-depth coverage of the Turkish national football team helped us drive significant brand awareness.
Location
Istanbul
Influencer Number
1
Industry
Personal Care
Overview
In the high-profile Euro-Cup 2021, we identified an opportunity to leverage the visibility and engagement of sports media personalities to promote male personal care products from Unilever. Erbatur Ergenekon, a seasoned broadcaster with a wealth of experience across multiple media platforms, was selected for his strong influence and extensive reach, especially in the sports world.
What We Did
We approached Erbatur Ergenekon to integrate product placements of Unilever’s male personal care products, including CR7 by Ronaldo and Rexona, into his content. As he covered the Turkish national football team’s journey through the Euro-Cup, we worked closely with him to ensure seamless integration of these products into his behind-the-scenes content, interviews with players, and match coverage.
How We Achieved It
We capitalized on Erbatur’s credibility and high engagement rates, especially during the Euro-Cup period when his content was experiencing peak visibility. By aligning with his coverage of the Turkish national team, we were able to showcase Unilever’s products to a large, engaged audience. We also took advantage of his multiple media platforms, including social media, where his reach was in the hundreds of thousands.
The Results
The campaign was a resounding success. Erbatur’s coverage brought almost half a million views across his social media platforms, amplifying the product visibility. The integration of CR7 by Ronaldo and Rexona into his content not only drove brand awareness but also significantly contributed to the product’s visibility among a highly targeted audience. The partnership led to an increase in social media engagement, boosting both brand recognition and consumer interest in Unilever’s male personal care line.
