Creative Execution

Pre-Fight Through influential athletes, Rexona fuelled online conversations with relevant shareable content ahead of the fight. Communications drove the brand’s attributes (sweat, confidence) whilst inspirational posts rallied moral support. Crowd-sourced #LabanManny posts were aggregated in www.labanmanny.com to house the nation’s support. To continue offline, disruptive initiatives followed— billboards, life-sized structures, radio discussions— urging Filipinos to rally behind Manny. Fight Day With a Media Command Center, Rexona was ready for agile messaging, prepared for any result. As Manny lost, Rexona continued to lead the support as #LabanManny #WeWontLetYouDown echoed Filipinos’ sentiments, promising to sweat it out with him no matter what.

#1 Consumer Brand on Digital • #1 brand in owning online conversations during the fight, garnering more mentions and Twitter impressions than telecommunication giants and other brands • Using Buzzgraphs, #LabanManny was the only campaign that established a strong correlation with the brand’s attributes (sweat, confidence) and Manny • Posts became part of the top branded digital content in the Philippines, with tweets having the most “retweets” and “favorites” • Over 1.5 billion digital impressions • Reach: 12M unique users • Earned digital media values 3.6x investment Impressive Business Results • Rexona Men Value Shares: highest in 3 years • Rexona Men Core Roll-On growth at 32%

Touted as the fight of the century, the Mayweather vs. Pacquiao boxing match was a global trending topic across news and social media. Everybody had something to say about the fight. So Rexona listened and developed a compelling campaign deeply rooted on real sentiments from real people. With an ongoing endorsement with Manny Pacquiao, Rexona saw this as an opportunity to support the country’s #1 Boxer, in his and the country’s biggest fight. The match had put the pride of an entire nation on the line and the spirit of the Filipino people behind one man. Rexona Philippines created a real-time and agile social media movement to galvanize Filipinos to raise their arms up in confidence to support Manny Pacquiao with the #LabanManny (Fight, Manny!) campaign, echoing the Filipinos online sentiments regarding the fight with the use of a clever battlecry, #WeWontLetYouDown, inspired by the brand’s popular tagline.