2020 Bronze Best Brand Building Campaign
22 Jan 2021
Agency: OLIVER and U-Studio
Client: Rexona, Unilever
Campaign Name: Rexona - #MoveMoreAtHome
Campaign Overview
Moving around while staying put
For Rexona - a brand that lives to inspire movement - a pandemic-enforced lockdown presented a distinct challenge. How could it make the world to move more while stuck at home?
Strategy
Rexona’s community has two internal challenges to moving more. They suffer insecurities about whether they are good, fit or strong enough to push through their own limits. They also fear judgement from others in their attempts to exercise.
#MoveMoreAtHome was designed to address both these challenges head-on. U-Studio, working with OLIVER, co-authored content from the brand’s community, elevating its partners and fans into “movement champions”. They became authentic personalities who instilled the belief and confidence into other customers to push past their insecurities and get moving.
The champions offered practical guidance and workouts that could take place from the comfort of their own home, making the most of lockdown.
Creativity
#MoveMoreAtHome was a global social platform to help people get moving in lockdown. Rexona’s Instagram platforms were transformed into inspiring movement hubs, providing engaging content, practical tips and guidance.
Each stage of the campaign ensured the community felt part of a movement, with branded stickers for champions and communities to use in their own stories as inspiration for others.
Rexona also partnered with movement experts and professionals around the world from footballers Willian and Tammy Abraham to South African dance legend @Takkies.
Results
The campaign was designed to inspire movement, but more broadly to build brand equity for Rexona. It engaged millions and won market share.
The campaign inspired the brand’s community to move more during a time of emotional hardship. Rexona managed to reach more than a billion users across 35 markets, and directly engaged hundreds of thousands of fans online and across social platforms.
Mass social engagement data was converted into significant brand association uplifts. Tested audiences are now significantly more likely to associate terms like “Inspires you to move more” with Rexona.
The brand also claimed all-time record competitive market share, cementing its position as the leading global deodorant brand.
The Team