Results and Effectiveness

We successfully achieved our KPI, which was to make Malaysian women sweat so that they realize greater need of Rexona in their lives. Sales grew by 20% month-on-month. Annual volume growth was 6.7% in a category growing at 3%. Increase in brand relevance (32%), differentiation (30%) and conviction (+24%) funnel. Rexona Move claimed an average 10 minutes of engagement per user per day for three months (source: App Analytics). Collectively, Malaysian women covered the target distance of 10,695km in the first 20 days itself & ended up covering 40 times our target through 110,000+ app sessions by the end.

Creative Execution

We asked women to help underprivileged children from 13 shelter homes by “sweating everyday”. Those shelter homes were connected with 10,695 km-long map and we invited women to cover this virtual distance. Rexona announced to contribute one Ringgit for every kilometer covered. This mobile driven social campaign had two key pillars: 1. An interactive social sweat map The map provided real-time update on how Malaysian women were progressing on their virtual relay journey to cover 10,695km. Participants shared socially how much distance they had contributed, bringing in a sense of pride of contributing to a great cause. 2. Motion-displacement app for smartphones (Apple and Android) The app was designed to encourage Malaysians to contribute irrespective of the activity. You could be doing groceries or window-shopping, as long as the app could detect movement, you could contribute. We promoted this campaign heavily through digital ads, TV capsules & College roadshows.

Insights, Strategy and the Idea

Despite Malaysia’s hot climate, penetration of deodorant amongst women was only 50%. Even the active buyers confessed to 'occasion-based usage', as they felt that they didn’t sweat enough and hence didn't see the need to use. Our challenge: Convince women to use Rexona more regularly. Malaysians are amongst the most socially active nation on Facebook across the world. 70% of our women consumers were active on the Facebook with 60% of them returning daily. Also, nine out of 10 Malaysians believed that a brand should support a cause beyond product and profits. Our strategy was to create a platform that makes consumers take real-world actions every day inspired by a social cause. Rexona gives Malaysian women a reason to do-good by sweating every day and in the process, grow brand affinity and usage. Hence Rexona Move, a digital-driven integrated campaign platform was born.