Deo penetration in the Philippines is only at 58%, with a lot of headroom to educate on usage occasions. The biggest trigger to enter the category is sweat and odor protection—collectively what we call “efficacy.” Over the past year, deo market leader Rexona has seen slides in its brand power attributes under efficacy, especially those relating to freshness, amid competitor gains. Facing share loss of -156bps, Rexona needed to step up its efficacy credentials and cement its superiority. Thus, we relaunched our products upgraded with best-ever 72h protection.

The main idea: Rexona launches a campaign centered around encouraging movement by addressing the common barriers preventing people from being active, particularly issues related to odor and sweat, which Rexona aptly refers to as "sweat-uations”, and landing product superiority on sweat and odor protection, and linking it to the emotional benefit of confidence.

The campaign revolves around showcasing relatable scenarios where individuals hesitate to engage in physical activity due to concerns about sweat and odor. These scenarios include moments like commuting to work, attending social events, or participating in outdoor activities. Through engaging storytelling, Rexona highlights how these "sweat-uations" impact people's confidence and willingness to move.

Introducing “All-New Rexona, for the Unstoppable You”: bringing together product superiority and lasting confidence it can provide. Rexona wanted to land that “You” could be anyone—celebrating any and every type of Filipino movers, and welcoming others to be just as unstoppable with Rexona.

Rexona crafts a social-first strategy, focusing on engaging and experiential executions that will also incentivize consumers.

Rexona leverages social media and influencer partnerships to amplify the campaign's message and encourage audience participation. The campaign flowed strategically on the following pillars:

1) Engage with consumers via a first in Unilever PH execution: Piloting the TikTok Branded Mission that encourages users to participate in the Unstoppable Movement challenge

2) Experiential and Disruptive integrated execution: Leading the online launch to an offline on-ground event that allows users to experience the Rexona Unstoppable Challenge physically

3) Incentivizing through an unmissable social strategy: Sustain the hype of the full campaign on TikTok by incentivizing users with exciting products through the Hashtag Challenge

Overall, by addressing the common barriers to movement and positioning itself as a trusted ally in the fight against sweat and odor, Rexona can inspire individuals to lead more active and confident lifestyles.

TikTok Branded Mission: Rexona's Trailblazing Approach

Rexona, a Unilever brand, embraced TikTok's Branded Mission, pioneering a first-mover advantage. Their focus was on amplifying active lifestyle content from Key Opinion Leaders (KOLs) through the Unstoppable Challenge.

Massive On-Ground Unstoppable Challenge Event

The success of TikTok's Branded Mission led to an impactful on-ground Unstoppable Challenge event. Featuring live performances, interactive activities, and winner recognition, it seamlessly translated online engagement into a tangible celebration.

Sustaining the Hype: Offline to Online Transition

To maintain brand relevance, Rexona strategically transitioned the Unstoppable Challenge back to TikTok's online platform. Collaborating with KOLs, they utilized the Hashtag Challenge, offering incentives and driving engagement. This move ensured sustained brand visibility and resonance, exemplifying a successful integration of digital and real-world experiences.

• 17% growth, second year of double-digit growth!

• Highest-ever sales in 2023!

• +30bps ValueShare in post-activation month!

• Strong #1 in Brand Power coming from gains on freshness attributes!

Overall campaign results were able to garner excellent results:

First in Unilever TikTok Branded Mission:

 45% overachieved in Mission submissions vs target!

 Reach

o 18.3M Boosted Video Views

o 5.1M Boosted Reach

o 20M Boosted Impressions

o 6.3K Mission Page Views

 Engagement

o 761K Boosted Engagement

o 3.79% Boosted Engagement Rate

o 8.78% Boosted 6s VTR

Unstoppable Challenge On-Ground Event:

 Number of attendees exceeded 11% vs target

 Event Coverage (KOLs)

o 10 Influencers

o 114.3K Reach

o 721.9K Impressions

o 1.4% Engagement Rate

Hashtag Challenge:

 228 Hashtag Users vs 150 Target Users

 5.4M Unique Reach vs 4M Target

 16M Total Video Views

 879K Total Engagement

 5.18% Engagement Rate