The Campaign

Rexona has always capitalized on being a deodorant capable of supporting even the most active lifestyles, holding annual Runs since 2010. Run to Your Beat 2013 built upon the previous years’ Runs and reached out to people with a new finding – that runners performed better when running to music. This was the pivot point for a strongly-developed communications plan that creatively echoed this message throughout virtually all forms of media. There was a comprehensive print and digital plan, with a huge PR Launch and extensive talkability leading up to the Run. Rexona partnered with popular running stores and owned LED billboards across major locations. All communications were consistent in their message and combined to create a highly immersive, integrated experience for participants. The Run was a success – it became the biggest and most talked about running event in the nation

Success of the Campaign

The Run was sold out, with the team creating an additional 2,500 race kits to meet demand. 12,145 runners registered, which was 21% above the initial attendance target. Online engagement was very high, with the TVC reaching more than 2.2 million views on YouTube – one of the most highly viewed commercials of Unilever Philippines for the year. There were 16,708 social mentions, 26,857,871 unique reach, and 247,608,027 impressions, beating targets of 10,000, 20m, and 200m, respectively. The Run was picked up by 42 different news outlets and promoted at 19 radio stations. All channels supported each other to deliver a strong and consistent message throughout the campaign, leading to solid business results. Brand scores for almost all brand messages significantly improved following the run by about 10 points each. YTD value shares also significantly improved for 2013 and brand performance USG increased to 14.7%, compared to -0.4% a year before.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign started with a big PR launch that was blasted across all media channels – print, TV, radio, and digital. This was then followed up in a big way with big OOH placements, a TVC, social media content, and radio commercials and discussions on almost all radio stations in the nation. Celebrity brand ambassadors took the social media sphere by storm and got people excited. Adjunct to these was an in-store purchase promo that tied the brand, the communications, and the purchase together. All of these communications were consistent in their message and combined to create a highly immersive, integrated experience for participants. With communications melding together effortlessly and a highly positive reception, the Run succeeded. It excellently bonded the relevance of deodorant usage with the fun and engagement of a physical and social event to create a great experience whilst remaining a strong product feature for Rexona.