22× link clicks vs benchmark
Shield · AFCON '25
- Client
- Shield
- Market
- Zambia
- Sector
- Personal care
- Objective
- Awareness
439%impressions vs benchmark
The challenge
Shield's MotionSense technology releases fragrance as you move, a world first. The brief was to make that believable to football fans in Zambia during AFCON, the tournament Shield sponsored, and build confidence that the protection really lasts.
Make MotionSense believable to football fans during AFCON.
How we ran it
We matched movement-activated freshness with creators whose lives are on the move: a fitness creator in hard training sessions, a lifestyle creator through fast-paced days, another in fun everyday routines and a fourth staying confident under pressure.
Their posts ran alongside the on-the-ground experiential work Expressions was doing for Shield in Zambia. The top-performing posts were then amplified to a wider targeted audience through paid media.
Creators 4 creators, 7 posts
The creators
Fitness creator
Put MotionSense through real workouts. Her Reel reached 508,000 views, the campaign's best.
Lifestyle creator
Brought humour to everyday freshness, and engaged 9.4% of the people who saw her TikTok.
Lifestyle creator
Showed Shield keeping pace with high-pressure days, with 189,000 views on Instagram.
Lifestyle creator
Carried the message into fast, active routines for men on the move.
Results against benchmark
In three weeks the creators passed a million organic views on Instagram, TikTok engagement ran at 8 to 9%, and paid amplification took the content to 3.75 million impressions and nearly 30,000 link clicks, 22 times the benchmark.
- 22×link clicks vs benchmark
- 439%impressions vs benchmark
- 63×below the CPC benchmark
- 3.4×better CPM vs benchmark
- 1M+organic video views
What people said
95%+ of comments positive
Gonna try it tomorrow
Where can I buy this combo?
More work
All work318%of the impressions goal3×better cost per click
328% of the click goal
Mosi Lager · Thunder Pa Bola
461%of the impressions goal3.9×link clicks vs goal
3× game attendance versus previous year
Carling Black Label · Charity Shield
4.4Mimpressions270Kengagements
276% of the impressions goal
Vivo Energy · Chibolya pitch handover
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