Brand Experience and Activation > Touchpoints & Technology

NEW DAD PLAYER

LEO BURNETT TAILOR MADE, Sao Paulo / NIVEA / 2022

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Overview

Credits

OVERVIEW

Why is this work relevant for Brand Experience & Activation?

With a simple three-letter clan tag [NDP], NIVEA Men Deep created a new community of gamer dads, taking its concept of protection inside the game by solving the real problem of gamers who need to stop playing online when they become parents.

A connection and fair-play experience that was a game-changer for gamer dads.

Background

In Brazil, NIVEA Men Deep is positioned as a deodorant for gamers. A specialist in antiperspirant protection that is always there when the gamer needs it most. In 2021, for Father's Day, the brand wanted to go beyond the functional benefit of the product, taking its concept of protection inside the game, in an innovative way that generated engagement from the gamer community.

Describe the creative idea

Becoming a parent changes everything. But there is a change that few people talk about, something that the new father has to give up in order to take care of his baby: playing online. Because online gaming has no pausing, and with a newborn at home, it is virtually impossible to play without being interrupted. If the baby cries, you lose. The solution? We created a tag clan that protects the lives of gamer dads: [NDP] – New Dad Player. By adding the tag to their nickname, they identify themselves as new dads and can find other dads to play with, expecting the opponent's fair play in any online game if they need to leave in the middle of the game. 3 letters that generated a new gamer community, making it possible to be the best dad in the world without giving up the passion for video games.

Describe the strategy

When online games became popular, gamers created a resource to strengthen themselves and create their own communities: clan tags. Acronyms added before the nickname for players to identify themselves as part of the same clan and protect each other.

Identifying this characteristic sense of community among gamers, NIVEA Men Depp created the [NDP] - New Dad Player movement. We invited gamer dads to add the [NDP] tag to their nickname and add other parents as friends on their favorite games, thus creating a community of gamer dads who play together and respect the opponent's pausing in case he needs to take care of his baby mid- game. Because in online gaming there is no pausing, but there can be fair play.

Describe the execution

The [NDP] clan tag was launched on August 9, 2021, Father's Day in Brasil. In livestreams on Twitch, great Brazilian gaming streamers - who are also parents - added the tag to their nicknames and invited their thousands of followers to do the same.

Furthermore, NIVEA Men Deep amplified the idea with a digital campaign on Facebook, Twitter, and YouTube, encouraging the use of the [NDP] tag.

List the results

The [NDP] clan tag created a new community of gamer dads, providing a unique gaming experience and reinforcing the NIVEA Men Deep concept of protection among gamers, its main audience.

The movement was a game-changer for new dads, with positive results across the board.

Gamers using the [NDP] clan tag in more than 30 games

Social Media engagement: + 132%

Impressions: 7M

High Protection Perception: + 30%

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