Case Study: Dove Men+Care drives Rugby World Cup engagement with Twitter

Dove Men+Care makes its voice heard with Twitter during the Rugby World Cup

Dove Men+Care used Twitter during the Rugby World Cup to reach its core audience of men aged 35+ and to broaden appeal around a major sporting event. The brand’s challenge was to drive engagement and generate at least 20,000 entries for a six-week real-time digital ticket promotion, with Twitter and the #scrumtogether hashtag at the center of the campaign.

Twitter helped Dove Men+Care implement a creative, real-time promotion using Twitter Cards, including Polls and Flock to Unlock Cards, plus Retweet to win and Vine content to keep the giveaway fresh. Twitter’s targeting and placement were optimized in real time during the tournament, helping the campaign drive competition entries, boost engagement with broader content, and deliver strong, consistent messaging throughout the Rugby World Cup.

Dove Men+Care

Callum Galloway

Brand Manager