Higher awareness and trial of the new Rejoice shampoo variant "Reviving" and its key benefit: "smoother hair that follows you as you move." Amidst a saturated, undifferentiated market, the key is engaging consumers by leveraging passions instead of relying on media noise.

Rejoice Philippines achieved record sales - the brand’s highest in six years with +1.88% volume after 3 months. The plan generated highest top-of-mind brand awareness at +41% surpassing market leader Sunsilk. The CD became a record-breaking gold hit, and the dance craze became a huge pop culture phenomenon.

Media contact, launched via a TV music video, united consumers with a brand-specific, catchy tune accompanied by simple, addictive dance moves called "Rejoice follows your every move." The song was especially composed for the brand, and lyrics gave voice to its benefits. An accompanying dance was choreographed and the video showed compelling visuals of the complete routine. The song also hit the radio airwaves.

Beyond airing the default 30s brand sell copy, the Rejoice "Follows Your Every Move" music video received frequent airplay over 2 months at a fraction of the usual cost. The song became a nationwide sensation like the Macarena. In addition, we also created the widely watched "Search for the Rejoice Girl", a dance/beauty contest in a popular noontime variety show on TV. These resulted in TV talk show 'spoofs,' extending consumer engagement beyond what was paid for.

Insight established not only that novelty songs are huge in Filipino pop culture, but that good ones become national pastimes. The Rejoice Song & Dance platform would form the perfect marriage of content and context, demonstrating the key benefit hair that follows body movements through contact and consumers would feel and can interact, both on entertaining, and physical levels. Besting conventional TV/print launches of other brands, Rejoice would be the first shampoo brand to define new forms of consumer involvement, integrating the brand’s key message into every execution of the campaign from the lyrics to the signature, hair-flipping dance moves.