Clear Men was an unofficial sponsor of the 2022 World Cup, however they have been associated with football and have used ambassadors such as Cristiano Ronaldo in some of their most recent brand campaigns.

At the start of 2022, Clear Men launched a campaign in APAC titled 'Be The First You'. It featured Ronaldo and many other local influencers to communicate a positive message to a Gen Z audience. One which encouraged them not to follow in the footsteps of others, but to have the confidence to be the best version of themselves - their 'First You'.

Our brief was to continue the 'Be The First' you campaign with a World Cup activation for Clear Men. As unofficial sponsors the response had to be tactical and engaging enough to stand out from the crowd. It had to be as individual as the message it was trying to promote.

We partnered with a football data specialist who monitored every World Cup game and provided us with real-time match data. The match data focused on those individuals who had achieved something at a World Cup that nobody in their position had done before in football.

Upon receiving the data, the most meaningful and relevant to our campaign/target audience, were turned into an interactive patch on The Shirt Of Firsts which lived on our digital hub throughout the tournament.

The match data was also used to produce additional content that went out across social media to engage with audiences and drive them to the hub. The mixed media content told the story of each defining moment, minutes after it happened across the world's largest football publisher site.

The campaign concluded with a one-of-kind football jersey made entirely from World Cup data being shared with the players whose actions had created it.

Action - results were largely focused on KPI associated to reach, engagement and associated brand awareness.

Hub Results:

191k engagements

16.1m fans reached

Vietnam - Facebook reach accounted for 72% vs universe of U18-34 male football fans.

Saudi Arabia and Brazil - Facebook reach accounted for 85% vs universe of U18-34 male football fans.

1.4m video views.

790k engagements.

790k clicks

Featured Editorial:

2m50s article dwell time - 15% above GOAL average for type of article - showing content was engaging to our target audience

PR:

235 article coverage

39m impressions

$294k media value

Outcomes:

Brand awareness increase of 9% shown by the GOAL pre and post survey - demonstrated across the 3 key markets.

Propensity to purchase increased with fans that associate Clear Men with football. Thus showing the importance of the partnership and football activation. This increase jumped from 10% pre-campaign to 30% within the post-survey results.