‘For us, this is a brand doing exactly what their product describes: caring for men. And using this platform in partnership with Liverpool FC, we can truly show there is strength in numbers’ Ben Akers – CEO of Talk Club
NIVEA MEN with Liverpool FC hold significant synergies that help to showcase NIVEA’s modernity and relevance in a way which is authentic to men across the UK. Season 2021/22 saw Liverpool FC and NIVEA MEN cleverly intertwine their assets into three campaign executions, creating a platform to create change and challenge negative stigmas in Men.
Across two executions of the infamous Dear Liverpool series, one Strength in Numbers campaign and a heartfelt stand-alone piece with Sir Kenny Dalglish and life-long Liverpool Fan, Eric Farrington, NIVEA MEN far exceeded their return on objectives objective.
Resultant to the three campaigns in season 2021/22, NIVEA MEN and LFC interviewed over 450 UK Men, to find that having viewed the stand-alone content pieces, men were 89% more likely to consider speaking about their mental health. 88% found the 1-10 tool useful to discuss their mental health. Furthermore, the Anthony Nolan stem cell donation, foundation received an increase in 400% sign-ups in the first week of the content being published.
After such a successful year of sponsorship, NIVEA MEN and Liverpool FC recently agreed to renewal their existing partnership early, to continue to deliver best-in-class content, promote change and challenge negative stigmas associated to Men’s mental health.