The Campaign

The beginning of 2013 brought with it Rexona’s Do: More Campaign. This movement was hinged on the insight that Rexona gives you the confidence to do more of what you love because the more you do, the more Rexona works to protect you from sweat & odor. It was something quite new to the brand as this was the first time Rexona would be communicating deo use beyond the idea of fear and embarrassment. For us, to Do:More is a philosophy. Throughout time, this has propelled individuals to go beyond expectations, beyond what is required. In the actions of these “doers”, meaningful change is created. Because it takes a little sweat to achieve these changes that shape society, Rexona is there to keep these “doers” protected. In the 2nd half of the year, we wanted to motivate people to Do: More for others, by recognizing those who “DO” more service in different fields. Rexona teamed up with the Philippines’ first social media news network – Rappler –and gave birth to the DO MORE Awards. These awards bring to life the philosophy by rewarding the “doers” who, in their own ways, have changed Philippine Society for the better. Eight Categories were presented to recognize these exceptional individuals. This included the Challenger, the Artist, the Innovator, the Luminary, the Social Entrepreneur, the Civic Hero, the Digital Trailblazer, and the Global Pinoy. The campaign reached over 100 million people, generated over 41,000 unique votes, and challenged a nation to Do: More for others.

The Brief

The Do More Awards had three main objectives. First, the awards aimed to honor those who did more and catalyzed positive movement in 2013. Second, it aimed to provide Rexona with relevance as a product that gives protection and confidence. Lastly, the awards aimed to influence Philippine society to rise up to the occasion and DO: MORE.

Results

The tactical campaign generated a total of 217M online impressions, reached 102M unique users and garnered 17,397 social mentions on Twitter and Instagram. On its own, the main page received 262,582 views, 17,385 profile video views, and 41,104 crowd sourced votes in total. Furthermore, it was shared a total of 162,262 times across different platforms online. It outperformed an annual nationwide event on social media by 63% and its main page was most read on the entire Rappler website during its launch, even right after the awards night (November 29, 2013). In summary, Rexona was able to achieve its three set objectives for The Do More Awards: first, to communicate the Do: More message, and honor “doers” in their respective fields; second, to successfully highlight Rexona's relevance as an enabler to doing more; finally, to have Rexona inspire the Filipino people to go beyond themselves in service of others.

Execution

The campaign has three phases: First, the nomination began with a simultaneous online and on-ground launch of the awards, introducing the different categories, and the esteemed panel of judges, comprised of journalists, celebrities, professionals, and even senators. Aside from the main page was an online hangout with selected panelists, which drove talkability through Instagram, and ads, garnering millions of impressions. The voting phase through Rappler.com’s webpage showcased videos displaying how each of the finalists Do More. It was viewed several hundred times per day, with at least 92% of daily video views unique. 83% of the audience shared the finalist video pages, further amplifying the campaign online. Finally, in the Awards night, our “doers”, influencers, and judges brought the buzz in digital space. It was covered in real time on Rappler.com and Rexona’s digital pages, making #DoMoreAwards trend on Twitter throughout the evening.

The Situation

The Do: More Awards was really a venue to give due recognition to the people who went out of their way for the betterment of Philippine society. In praising them, we had hoped to encourage more individuals to do the same, because doing more is not just about chasing one’s passions. More importantly, the philosophy is about going beyond the call of duty for something great—helping build the nation. When light is shed on the exceptional accomplishments of the seemingly unexceptional, the average Joe is challenged to better himself for others—to Do: More, and to be more.

The Strategy

Partnering with Rappler, the country’s first social news network in the Philippines, was integral to this event as it lent the Do More Awards awareness and distinguished credibility. With them, Rexona created a launch where we invited top broadsheets, the biggest TV networks and tier 1 bloggers who in turn, made the awards visible on their various print and digital platforms. Through Rappler’s website, we were able to crowd source nominees, feature stories and have the online world vote on their next generation of heroes. Aside from that, we had online hangouts with media influencers, advertorials in the top three broadsheets in the country, features in lifestyle sections and television advertisements. The Awards made noise on social media, on display banners on Google and Yahoo! Lastly, the awarding ceremony was amplified by influencers via their social media networks, a live video stream, and was capped with highly viewed post-event articles.