Anitta is the biggest popstar in Brazil right now. With millionaire productions, billions of views on social media, countless fans and huge money talk, every brand dream about being associated with such iconic artist and Rexona did it with a zero budget idea.

Using social monitoring, data insights and a bit of daring, our team crafted Rexona’s world first data-informed package designs, based on Anitta’s biggest songs.

It started a hunt for a “new” line of antiperspirants that didn’t even exist yet, inspiring Rexona to mass-produce 3 new products with the powerful endorsement of Anitta.

As the biggest popstar in Brazil right now, everything about Anitta is huge. From millionaire productions to billions of views on social media, this iconic star raises a horde of fans and huge money talk to attach herself to any brand.

With this in mind, our team found a way to turn an unpretentious zero budget package idea into a millionaire product. It all started when we identified with social listening a tweet from her that said: “I wish I was the face of a deodorant brand, so I could give it away to some folks without sounding indelicate”.

There was our golden opportunity to create something huge, reinforcing that Rexona won’t let you down.

Inspired by her tweet, our team decided to create some personalized antiperspirant packs to send to Anitta, but they didn’t have just cute designs.

Based on data collected from her most famous songs and most talked lyrics and chorus, we crafted unique packs.

Each art was inspired on the songs “Vai Malandra”, “Bang!” and “Show das Poderosas”, creating Rexona’s first data-informed package designs.

Once ready, we sent Anitta’s exclusive packs directly to her as a gift, a few weeks before 2020 Carnival.

Rexona team monitors regularly the social networks to find opportunities related to their brand based on two main content pillars: movement (everything that generates movement) and music.

In early 2020 our team identified a golden opportunity that combined both strategic pillars for the brand, an unpretentious tweet from Anitta talking about sweat and deodorants.

We then researched and analyzed every song Anitta had on YouTube since the beginning of her career, discovering the most successful ones based on the number of views, most talked lyrics and chorus, fans reactions and social data, coming up with three final songs: “Vai Malandra”, “Bang!” and “Show das Poderosas”.

We crafted her own line of personalised Rexona’s packs, designed purely based on her iconic video clips and visual codes.

Once ready, we surprised the popstar by sending her own exclusive packs a few weeks before Brazil’s Carnival.

And she took the bait!

We had two data-led phases:

1) Before Carnival: Rexona's team was the first antiperspirant brand in Brazil to identify a tweet from Anitta through social listening (which talked about sweat and deodorants) and the first to act on it. The team analyzed every song, lyrics and fans data about Anitta's career, coming up with 3 selected songs, inspiring Rexona to create and craft an inspirational but yet non-existent line, 100% based on this research. We then shipped the special pack to her and she bought the idea, sharing 3 Instagram Stories (48s of free exposure), just because she loved it.

2) During and After Carnival: Her stories started a fire! Fans and the press started clamouring for the packs and our team monitored every piece of news. As a brand that doesn't let anyone down, Rexona turned a zero dollar pack into a real product: Rexona By Anitta.

• 48s of free exposure on Anitta’s Instagram Stories

• US$0 of actual media investment and production costs

• Over US$ 2MM on earned media

• It resulted in new product for the brand: Rexona By Anitta.