• by Sarah Mahoney  @mahoney_sarah, March 9, 2023

Degree, the personal care brand owned by Unilever, is introducing a new campaign that addresses the most resilient athletes of all: the walk-ons.

Heading into March Madness, the "Walk On" campaign celebrates the "Not done yet" spirit of college basketball, says Desi Okeke, brand director at Degree. And it also highlights how much these young athletes are juggling, including practice, games, classes, travel -- and, in many cases, part-time work so they can pay for college.

Because walk-on athletes are not on scholarship, the effort is also aimed at easing those financial hardships, giving $25,000 to four exceptional athletes. And it encourages viewers to nominate the fifth walk-on.

"Movement is our sweet spot," Okeke says. "It's what this brand is all about, and sports are a perfect representation of that. March Madness is so beloved because everyone wants to get involved. It's a good fit for our brand purpose and ethos, inspiring confidence in everyone to move more."

She says the unsung hero often plays a big role in the tournament, which is famous for its upsets and come-from-behind champions. "And walk-ons -- they're not the stars or the people everyone wants to talk to. But they keep coming out on that court, not giving up, giving it all their passion, even if they're not promised the position or the backing of an athletic scholarship."

Unilever is a March Madness sponsor, and ads will be running during the tournament, with Milwaukee Bucks' Giannis Antetokounmpo as the spokesperson. The campaign, created with Abbott Mead Vickers BBDO, United Entertainment Group and Edelman, is backed by a tiered influencer initiative, including the Milwaukee Bucks' Giannis Antetokounmpo and Paralympic track and field medalist Blake Leeper, as well as micro-influencers, paid TikTok creators and NIL student-athletes.

Content tells the stories of the four walk-ons honored in the campaign. Andrew Johnson Jr., who plays for UConn, overcame a series of injuries, while Duke's Spencer Hubbard made the practice team as a freshman.

Ronnie Porter, from the University of Wisconsin, is 5'2". And Notre Dame's Lauren Zwetzig worked her way onto the squad by starting as team manager.

The money is intended to cover costs and living expenses for a year of school. And the brand is also hooking them up with a professional mentor.

Okeke tells Marketing Daily the effort also includes doing good in the community, spending $200,000 to renovate two community rec centers in partnership with HEB, the Texas-based grocery chain. "And we'll have a big out-of-home presence in the Houston area."