In our weekly round up series, we’re taking a look at Dove Men+Care’s #ScrumTogether social media campaign.
Dove Men+Care is the arm of the Dove brand that caters to male audiences. Their current partnerships include the home nations rugby squads, as well as Liverpool F.C.
With Rugby World Cup 2015 slated to be the largest version in the tournament’s history, Dove Men+Care have brought their rugby association to the fore.
Partnering with home nations players – including the likes of Wales captain Sam Warburton and England’s poster boy Owen Farrell – since late 2014, #ScrumTogether marks the culmination of a year of building up the brand’s association with the sporting world’s third largest competition.
As #RWC2015 drew closer, Dove Men+Care launched ticket giveaway competitions on Twitter. A clever mechanic meant that the prizes were only given away if enough people shared the #ScrumTogether hashtag.
Every Thursday throughout the tournament, Dove Men+Care will be giving away tickets to matches.
To bring the campaign off-line, in-store signage and print ads (including London bus wrap-arounds)
As well as featuring players in their video and images, Dove Men+Care have enlisted some of their stars to spread the competition through their own social channels.
Owen Farrell, England’s fly-half, shared the tweet-to-unlock message ahead of England’s opening match against Fiji, which was in turn shared by England Rugby’s official account.
Clubs like Gloucester Rugby have also joined in with the campaign.
— Gloucester Rugby (@gloucesterrugby) September 22, 2015
Content has been building on the brand’s social platforms and on their YouTube channel, highlighting big moments in the rugby calendar (including the 2015 6 Nations, and autumn international fixtures).
The @DoveMen Twitter account is also sharing exclusive content from inside the home nations’ squads.
Since the campaign began, 12 months before Rugby World Cup began, the #ScrumTogether hashtag has had 38,000 mentions on Twitter, with 10 times as many positive mentions and negative.
As the graph below shows, there has been a huge spike in mentions since the start of the tournament.
The peak in campaign mentions was Thursday 17th, no doubt as people tweeted to unlock tickets to the opening match at Twickenham.
The vast majority of mentions are made by male authors, which might have been expected – however, considering the success of the England Women’s team at 2014 Women’s Rugby world Cup, there might be more women tweeting than anticipated.
The key to #ScrumTogether’s success is the influencer involvement.
As lots of high-profile players, clubs and even national teams get behind the campaign, it will continue to reach rugby fans around the country (and abroad) throughout the tournament.
However, the Dove Men+Care Facebook presence has not been involved. While many rugby fans are on Twitter, many more would be found on Facebook – the campaign has missed an opportunity to reach even more people.
Over To You
What do you think? Have you spotted a clever campaign?