Rexona Clinical is Unilever’s most effective deodorant. It is the product that leverages the brand power as a whole in the segment.

Our challenge was to prove its superiority to a specific target: anxious sweaters.

In fact, according to a recent research, 45% of Brazilians consider themselves anxious sweaters.

We needed to create a product demo, but in a way that could engage these people and show them that they don’t have to sweat every time they feel nervous.

We put Rexona Clinical to the test, by making the most watched people on the internet feel just like that: nervous.

Six of the biggest Brazilian YouTubers, from completely different areas, used our deodorant and swapped channels with each other.

For one day, they did what they had no expertise on, in front of millions of subscribers.

By the end of it, we showed that, even after going through all this chaos, they didn’t sweat, thanks to Rexona Clinical.

The strategy of Channel Swap was based on three main points:

1- Visibility: we've selected YouTubers with the most subscribers in Brazil to get our message to reach everyone from our target: anxious sweaters.

2- Nervousness: to make this idea work, we had to select YouTubers from completely different areas. This way, when they swapped channels, they would be out of their comfort zone and their loyal subscribers would be impacted and curious to watch such a different content there.

3- Awareness: We used other social medias from these personalities, so we could create a teaser, the content itself and a video at the end of it on Rexona's brand channels, with the highlights of Channel Swap.

First, these YouTubers announced on their Twitter and Instagram accounts that there would be a big surprise on their YouTube Channel on November 27th.

Then, they swapped channels and did what they had no expertise on, in front of millions of subscribers.

There were three swaps, with six YouTubers and each video length was about 10 to 15 minutes: just like their native contents on their YouTube channels.

After that, we created a video with the highlights of Channel Swap, that was posted and sponsored on Rexona's brand channels.

- 13MM impressions.

- 13 P.P above unsponsored videos.

- 315K interactions.

- 85% positive comments.

- 30% sales lift during the campaign.