Instead of trying to be another sponsor of the stars, we decided to pay tribute to thousands of real athletes. Their life stories were the best way to tell the Brand ID and get men indentification. Speaking about them, we could talk to them.

We developed an integrated campaign based on Direct tactic: show real athletes as Brand Ambassadors. We started with 4 stories (2 TV, 2 as viral) and invite the whole rugby community to nominate their own "Guardians" on Facebook. The 3 most votes would receive their homage at an event.

A real work of buzz 1 to 1 launched on traditional media and viralized by social networks. Almost 100,000 men felt that they identified and interacted with the brand, feeling and making it their own.

Dove Men's FB fans grew by 500% in 3 months, the brand found its direction and found ROI with just 10 days sales.

FB Friends July 2012 vs November 2012:

July 2012:

Friends: 2,508

PTAT: 2,484

November 2012:

Friends: 122,422

PTAT: 21,342

2Q Vs 3Q Sales Increased by 26,62%

Facebook App: 298 news guardians proposed.

19,222 votes counted

More than 100,000 youtube views.