Unilever Personal Care

The FWWC23 tournament was chosen as it was underpinned by a clear strategy, tapping into one of the overarching Unilever Personal Care Marketing 5 Big Themes – getting their brands into culture. With the mission to create and land unmissable blockbusters that drive brand power and increased ROI on Unilever’s iconic brands, a partnership with the world’s biggest rights holders provided the perfect platform to hit these goals. We played a pivotal role across the marketing workstreams. Through big buy-in and multi-brand activations, we cemented Unilever brands into one of the largest cultural moments ever.
 
The partnership between FIFA and Unilever Personal Care brands, including Rexona (also known as Sure and Degree), Dove, Lifebuoy and LUX, as Official Sponsors was formally announced in May 2023. What our team achieved with Unilever, in only 90 days from signing the sponsorship deal to the start of the tournament, is incredible. The 90 days was a culmination of collective planning and delivery from our UK, US, Australia and Hong Kong teams, who supported Unilever in achieving market penetration across the 32 countries that had teams competing in the event.
 
Alongside the FIFA Women’s World Cup 2023™, we also supported Unilever in integrating the partnership internally via staff engagement events in London, Rome and Singapore, as well as delivering the AXE activation at the FIFAe Finals in Saudi Arabia.

The results collectively reflect Unilever’s dedication to promoting confidence, empowerment, and inclusivity, transcending boundaries to make a lasting impact in the world of women’s football. Across all markets, we were able to see a positive uplift in sentiment, engagement, as well as on the ground buy in from the local markets in Australia and New Zealand.
 
– Facilitation of all on the ground ticket allocations and money can’t buy stadium tour experiences for consumer promotion winners, guests, and stakeholders.
 
– Over 700 campaign assets delivered through our always-on approvals team which increased to 24/7 monitoring during the tournament period.
 
– Planning and launch of the Rexona FIFA World activation in Roblox, which has seen 40k+ daily active users.
 
World Cup winner Heather O’Reilly from the US joined Rexona at the Sydney Football Stadium with football stars Lia Lewis (UK) and Raquel Freestyle (Brazil) who went head-to-head in fun football challenges that they shared on their social channels. This was part of the ‘Play on the Pitch’ event which saw 16 creators participate resulting in 64 pieces of content shared across their social channels.