Health and Wellness > Education & Services

REXONA NEPOTEKA

POSSIBLE, Seattle / UNILEVER / 2016

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Overview

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OVERVIEW

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CampaignDescription

Rexona launched Nepoteka—the first anti-crisis program to give people the opportunity to pay off their mortgages or loans using their own physical activity. The more you move—the less your mortgage is.

Execution

As a teaser, we conducted a single Nepoteka marathon: A simple Russian guy ran in support of mortgage holders 1,500 kilometers across 16 cities.

Rexona declared Nepoteka movement: You can repay your mortgage or loan with your own physical activity. The campaign was promoted on federal television channels.

To take part in the project, one had to register on the site and connect to the Jawbone or Nepoteka mobile app. Every user could choose the object of his struggle—a repayment of a mortgage or a loan. Participants could gain MotionSense capsules in four different ways: by being physically active, by entering a code from Rexona pack, by making funny GIF photos, or by inviting friends. Each week, the first three users got their mortgages and loans partly repaid. The main prize of Nepoteka went to mother of three children Irina Zherdev, whose 3 million ruble mortgage was paid off.

Outcome

Rexona became the most successful and fastest growing brand in Unilever RUB (Russia, Ukraine and Belarus) in all available metrics in 2015 – volume and value sales, as well as value and volume market share.

The Nepoteka anti-crisis campaign attracted 30,000 people who took part in an incredibly rich and intense online competition from May to July.

Program results:

2.3% growth of the market share from May to July

Rexona became Unilever’s number-one brand in the growth of the market share (Nielsen)

Number-one in turnover increase among Personal Care brands in Russia

23% increase of turnover during the campaign

After such a success, Nepoteca was acknowledged to be a repeatable model and Nepoteca 2.0 came to life in February 2016.

Relevancy

To launch the revolutionary Rexona MotionSence technology on the Russian market, we were inspired by the brand’s essence: the more you move—the more it protects.

Rexona ventured not just to say “move more,” but to show people that their physical and social activity could improve their well-being—even in case of the economic crisis. During the campaign, we not only explained how this difficult technology works, but inspired a marathon runner to successfully challenge himself to a marathon across 16 cities and to match the number of users’ steps it takes to equal 5X the length of the Earth’s equator.

Strategy

Rexona MotionSense technology works according to the principle that the more you move—the more it protects. To show people how valuable their moves are, we used “a step” as a center of the campaign. MotionSense capsules became the currency of the project: 1 step equaled 1 MotionSense capsule.

The Rexona philosophy encourages people to be physically and socially active: with steps and with clicks. Our promo tracked every user’s movements, both digital and offline. We accounted for many types of user movement: movement tracked by the Nepoteka app or by Jawbone sync, users making a funny GIF using the web cam, likes on the official Rexona pages in social media, and users buying a product.

Synopsis

During the economic crisis, to stay within their current standard of living, people in Russia needed to be more active than usual. People who took mortgages or loans got in the most difficult situation—their debts doubled. Rexona took on a new social anti-crisis mission against this economic problem and encouraged people to do more— to be more physically and socially active, which is the brand's essen?e.

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