Dove Men is activating what could be considered a small army of content creators for the FIFA World Cup.
The Unilever-owned personal care line has hired hundreds of creators, from mega-creators like Marshawn Lynch and Jordyn Woods to micro talent tiers (creators with 10,000-100,000 followers), to get in front of at least 150 million potential viewers — at least that’s the hope of Jake Hirsch, head of Dove Men, U.S. at Unilever.
While the last FIFA World Cup final alone reached approximately 1.5 billion viewers, marketers are tasked with cranking out enough content to last the length of the World Cup — 48 teams and 104 games across North America.
“This idea of localizing and having relevant content show up in the relevant moments for consumers is super important,” Hirsch said, adding, “We want to be unmissable in this massive cultural moment.”
Creators to navigate logistics
