Top 3: Most exciting Euro 2020 campaigns on TikTok

August 31, 2021

Euro 2020 took the world by storm, with Italy taking home the big trophy in what was a memorable final.  The excitement surrounding Euro 2020 fueled the passion of the sports community on TikTok which resonated greatly in the MENAT region.

As per figures released by IPSOS , a whopping 81% of TikTok MENAT football fans watched content created by brands on TikTok. This resulted in 76% of them putting on their creative hats and taking part in specially curated #HashtagChallenges to celebrate all things football. But that’s not all, the fan-tastic content on the platform was also a winner with 79% of the TikTok community resonating with other users’ football content and engaging with it by sharing or reposting that content.

Here are three that took the experience to another level and scored big with football lovers on TikTok:

Nivea Men

When one’s favorite team is playing, specific habits and set-ups are mapped out ahead of the big game. Nivea Men opted to challenge users to share their #GameReady rituals, adding further excitement and uniting audiences, through the love for football. As part of this challenge, Nivea Men posted a video featuring Ronaldinho preforming the game rituals and interacting with its men products.

Head and Shoulders

Head & Shoulders asked all football fans to share how they celebrate their favorite football moments through the #CelebrateFootball challenge. Through this challenge, the brand reinforced its tagline ” Keep an Ice Cold Head this Summer” while encouraging the community to express their love for the game.


Gillette invited its audience to show their favorite football celebration in an engaging video, featuring the soft and fresh after-shave face of a Gillette user. Through the #CelebrateFootball challenge, Gillette reinforced its tagline, “The Best A Fan Can Get”, by encouraging the TikTok community to celebrate the tenacious and exciting spirit of the football game.

by Anil George
Avid follower of all things tech. In between his quest for the ultimate gizmo, Anil fiddles with light meters, collects rare books and feeds his fetish for Jap horror movies. As Managing Editor of T3 Middle East for the GCC, Anil oversees content direction across print and digital. He was a CES 2020 Innovation Awards Judge, reprising his role as an Innovation Awards Judge at CES 2018, CES 2017, 2016 and 2015. Anil is also the Middle East's first Brand Ambassador for Ashdown Engineering. Reach him at: