Results and Effectiveness

Following the launch, 1 million units were shipped in an 8-week period. Among women who sampled the product, 97% agreed that the product controls sweat. Large market share was gained despite a premium price; in a market where deodorant usage and perceived necessity is low. Integrated communications put real user’s experience and product trials at the heart of the campaign, which maximised real user experience WOM. The value share of Rexena brand went from an average of 2.29% in 2009 to 6.29% within two months of the campaign.

Creative Execution

Our TA was not comfortable talking about the product, which historically has been viewed negatively. We identified a need for straight talk in a category often shrouded in euphemisms. Our goal was to be simple and to the point, first using adored endorsers’ testimonials in media, then letting real-user testimonials take over maximising online and offline WOM. Pre-launch began with trials using celebrities and high-profile endorsers. We raised awareness of the launch through PR, TVCM, Magazine (editorial) and Online (blog seeding on brand and beauty sites). We induced a mass trial (goal of 1 million) with street samples, and product placement in ladies washrooms of offices and gyms. WOM was maximised through interactive banners on: FeeMo and Zeeta, where RSS delivery technology enabled instantly updated comments from women (who wrote about their positive experiences using the product). Magazine advertorial, In-store and Transit sticker ads featuring real-user experience further enhanced WOM.

Insights, Strategy and the Idea

Deodorant penetration in Japan is only 30%, notably lower than other personal care categories (shampoo is at 90%).The highest usage is among teen-agers (who use deodorant in place of showering), but usage drops for adults, who do not believe they need the product. 60% of users are not satisfied with the efficacy of their current product; 65% re-apply to compensate for poor performance; 50% of users use deodorant in summer only. The female market is highly competitive and dominated by other brands; Rexena has only 2% of this market. Our unique insight was: Japanese women are swans – perfect on the outside, paddling furiously underneath. When she needs to re-apply her deodorant, she is at her most vulnerable. The goal of the campaign was to grow usage among non-users, increase usage by TA, and gain market share. Proposition: Liberation from re-application Key message: One spray, Dry all day