01 / Challenge
The Clean Sheets Challenge.
A pro-am mega streaming tournament ran eight influencers across twelve live streams on six platforms, competing live to keep clean sheets and their cool in EA Sports FC.
Case StudyCreators · Live Streams
NIVEA MEN kept a clean sheet in EA FC.
A market-first fusion of gaming, football and grooming, the Clean Sheets Challenge put EA Sports FC streamers head to head to keep clean sheets and showcase NIVEA MEN as skin defence.
The Brief
Get gamers to see NIVEA MEN as skin defence.
NIVEA MEN wanted real connection with gamers and its product range. You Know Gaming used the number one sports game in the world to bring to life how defence matters for men both in and outside the game, playing in their world so they connect.
Where gaming meets grooming. A clean sheet in football became the perfect metaphor for the skin defence NIVEA MEN delivers off the pitch.
Results
Reach
2.3M
ROI
2.8x
Views
6.3M
What we did
The Clean Sheets Challenge, putting EA Sports FC streamers head to head to prove defence matters in and out of the game.
02 / Duos
Streamers meet lifestyle.
Star EA FC streamers Killzamoi, JarradHD, Mitch Austin and TheRedCapsicum75 teamed with unexpected lifestyle influencer partners, merging two audiences around one competition.
03 / Jersey
NIVEA MEN, in game.
YKG replicated a custom NIVEA MEN jersey inside the game itself, with each team's colours and design inspired by the NIVEA MEN products they represented on the pitch.
04 / Content
Tailored to every feed.
Each creator brought their own spin across TikTok, YouTube Shorts and Instagram, with announcement clips, going-live posts, match recaps and product shoutouts made for their audiences.
05 / Portal
Site, editorial, Discord.
A custom Clean Sheets portal told the brand story, editorial hype and recap pieces ran across the eight-million network, and a custom Discord kept every duo coordinated through the tournament.
About this campaign
Everything you need to know.
What is the NIVEA MEN Clean Sheets campaign?
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The NIVEA MEN Clean Sheets campaign was a market-first activation by You Know Gaming that fused gaming, football and grooming. It ran the Clean Sheets Challenge, a pro-am EA Sports FC streaming tournament, to position NIVEA MEN as the skin defence gamers need.
Who were the talent in the NIVEA MEN Clean Sheets campaign?
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Star EA Sports FC streamers Killzamoi, JarradHD, Mitch Austin and TheRedCapsicum75 led the campaign, each teamed with an unexpected lifestyle influencer partner across a roster of eight creators.
What results did the campaign deliver?
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The campaign delivered 2.3 million total Australian reach, a 2.8x return on investment and 6.3 million talent impressions across streams, social content and editorial.
What did You Know Gaming do for the campaign?
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You Know Gaming created the Clean Sheets Challenge, ran the pro-am tournament across six platforms, built the in-game NIVEA MEN jerseys, produced the tailored talent content, and delivered the custom portal, Discord server and editorial amplification.
What platforms did the campaign run on?
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Twitch, TikTok LIVE and YouTube LIVE for the streams, TikTok, YouTube Shorts and Instagram for talent content, a custom campaign portal and Discord, and editorial across the gaming network.
Who is You Know Gaming?
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You Know Gaming is Australia's most experienced gaming media and marketing company, building integrated gaming activations for global brands including McDonald's, LEGO, Netflix and Prime Video across in-game media, creators, community, live experiences and full game partnerships.
