To promote its Grease Remover Cream Spray to a new audience, Turkish brand Cif created a campaign that included an influencer, a well-known sports broadcaster, and an activation around one of the world's biggest annual sporting events.
Objective
Historically, spray cleaner brands like Unilever's Cif focused marketing efforts on the female demographic. This unfortunate and outdated practice was since cleaning was often confined to the home and mainly associated with women. Therefore, there was a gap in the market that had not yet been tapped into: the male consumer. By addressing these consumers and responding to their own wants with at-home cleaners, Cif would not only open an avenue for new business, but it would also help reshape the perception that cleaning was a female-only activity.
To connect with this audience, Cif would leverage one the world's biggest annual sporting events: the Champions League Final.
Target Audience
The target audience for this campaign was adult men who enjoy sports and activities like dining and grilling with their family and friends.
Creative and Media Strategy
The Champions League Final is one of the biggest sporting events across the globe each year. It presented Cif with the perfect opportunity to engage with its new target audience and educate them on the brand's Grease Remover Cream Spray.
To explain the product's features, the brand collaborated with Berfu Yenenler, an influencer known for her entertaining videos, and Ertem Şener, a well-known sports commentator who has an unrivalled place in the soccer fans' hearts. He is also known for interjecting his love of grilling into his sports commentary.
Along with the above personalities, Cif partnered with sports scores app Maçkolik and the website Sahibinden.com, which is like an online classifieds page. Through these partnerships and channels, Cif would deliver its message to the target audience in an effective way.
In Turkey, where soccer cookouts are famous, Cif created a project that made a difference by embracing a flagship event like the Champions League Final.
In a TikTok video created with influencer Berfu Yenenler, Cif treated a grilling moment like an exciting sports event, with Ertem Şener narrating the action like a soccer match. The video used the language that soccer fans speak and that the target audience could relate to.
On Maçkolik, Cif "hacked" the app after the first yellow card was issued during the Final, helping the brand to interact with users by highlighting the yellow color of its product. At the same time, Cif also participated showed up on the motorcycle purchase page on Sahibinden.com, helping the brand to increase campaign visibility.
Cif's campaign, dubbed "The Grillmasters Are Hitting the Field," succeeded on TikTok, Maçkolik, and Sahibinden.com. The TikTok video received 50 million views on the first day. Meanwhile, the activation on Maçkolik earned 4.25 million views for the yellow card tie in — and 5.2 million views with live score integration. Finally, Cif's Sahibiden.com integration earned 144 million views. In total, the brand reached 25 million unique users, earned 210 million total views, and had five million interactions.
