Having mined all of one of the biggest stars in Brazil's social media presence looking for an opportunity to make an impact, we’ve found a little golden nugget that we could leverage in Rexona’s benefit. Anitta stated that she wished she could become the face of a deodorant brand so she could offer some products to a few people without sounding indelicate. Well, we heard her. And as always “Rexona, it won’t let you down”. So why not turn this opportunity into an exclusive zero-budget-4-pack surprise-and-delight activation that would raise the brand’s awareness and sentiment?

Anitta asked for it, we delivered. After all, Rexona won’t let you down and Anitta was really our only target audience here (even though we did dream high…). We designed Anitta's own line of personalised Rexona's packs, purely based on her fans interactions & music data. We created 4 units, each alluding to one of her most famous videoclips, and sent her as a gift.

Directly inspired by the combination of themes, lyrics and melodies, as well as the visual treatments of Anitta’s biggest hits online, 4 cans of Rexona’s deodorants were developed. These bespoke creations leveraged the power of social media commentaries and net sentiment to visualise what ended up becoming branded assets part of Anitta’s un-official (as of yet) fan merchandise.

Anitta’s charges around $500.000 per 15 sec Instagram story. Meaning, with 48 seconds of FREE exposure on Anitta’s 37 million followers Instagram’s stories, not only we saved $1.6MM but we've harnessed over $2MM in Earned Media, when we measure replays, reposts and resending the stories to friends and families. And as a result, fans and the press started asking if those packs were for real, and now Unilever is negotiating with Anitta to mass-produce and sell these exclusive packs. A case of a Million Dollar Pack indeed!