Initially we dug deep into Anitta’s social media presence, looking for relevant and contextual information that we could use in Rexona’s benefit. And we did find a tweet that we could work with. We’ve then analysed themes, lyrics and melodies from Anitta’s top performing, culture impacting videoclips and designed bespoke deodorant cans that we sent directly to her.

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 you, Anitta. And as always “Rexona, it won’t let you down”. So why not turn this opportunity into a surprise-and-delight activation that would raise the brand’s awareness and sentiment?

Going through a word-cloud-based research in which dozens of lyrics and themes were analysed and then combined with social stats and metrics from Anitta’s biggest online hits, a bespoke output was conceived. We’ve designed 4 deodorant packs with visuals related to each one of Anitta’s biggest culture-impacting videoclips. The labels were created by our team of visual merchandising and packaging experts and sent to the megastar as a surprise-and-delight activation.

We had all the data that we could ever need. Metrics, visual stimuli, social media sentiment, comments, the lyrics, the themes, the songs, the shapes and the moves. Oh the moves... And we’ve combined it all into 4 exclusive cans of Rexona deodorants, celebrating Anitta’s greatest hits and joining the ranks of millions of fans in Brazil (and the world, dare we say). Our target was one and one only. Anitta herself. We had hoped that she would like, maybe even mention it here and there. But nothing prepared us for what our zero budget unpretentious activation would become...

Directly inspired by the combination of themes, lyrics and melodies, as well as the visual treatments of Anitta’s biggest hits, 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. We’ve created these exclusive products in-house partnering up with our visual merchandising experts and sent them directly to Anitta’s representants which ended up delivering them to her.

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!