As the official men’s personal care products of the NCAA March Madness® Games and a brand that champions inclusive and equitable beauty, Unilever knows when you look good, you perform better, and the company wanted to do something that would embody the confidence and performance demonstrated during the March Madness® Games. But how do you create a unique experience to mirror the energy of such a great moment in culture? By engaging a community who champion the same mantra—aspiring barbers.

We strategically concepted and developed the Texas Barber Bracket, a multi-touch campaign that included:

• a bracket-style challenge and sweepstakes that was experienced across digital channels

• in-store retail activation at various Texas H-E-B locations

• pop-up “Stream the Madness” event

The Texas Barber Bracket also hosted 16 barbers from throughout the state of Texas to go head-to-head for a chance to win $30,000 worth of grants to further their careers and education. H-E-B shoppers were given direct access to participate live at the “Stream the Madness” event which featured:

• branded airstream

• prize wheel which included a chance to win March Madness® tickets

• signature photo experiences

• free haircuts from the bracket competitors and Great Clips

• live voting to select which barbers would advance through the final rounds of the bracket

“We've had an incredible experience collaborating with Unilever on this custom retail activation of their NCAA sponsorship,” said Alma Klein, Senior Vice President, Creative Director at Arc Worldwide. “We’ve helped H-E-B shine a light on the men and women entering the barber trade while also showcasing Unilever as the personal care product of choice for March Madness.”

 A successful March Madness® is in the books and we were able to shine a spotlight on the Unilever and NCAA March Madness® partnership in a big way while making an impactful difference in the lives of four talented barbers, including the $15,000 grand prize winner, Jeremy Ferguson of Dallas TX.

“Though Unilever has been an NCAA sponsor for over a decade. The partnership unites generations through their shared love of the game and their desire to look and feel good,” said Lynn Cross, Senior Vice President, Account Director at Arc Worldwide.