Challenge

As a long standing client , CSM have provided the strategic planning, acquisition, activation and measurement of Rexona’s partnerships in music, football and motorsport with objective of driving awareness, brand metrics and incremental turnover, as well as improvements in supply chain and manufacturing, for the past 10 years.

Working closely with Unilever Global, we ensure that these partnerships are fit for purpose ensuring the right asset mix and Global strategy allowing markets to activate and adapt to deliver against local market objectives and cultural nuances – all laddering up to an overarching Global brand purpose “to live more, move more”.

Delivery

In order to do this it was key that we built a team with the right skills and experience, and established and communicated a simple system that could be used across all regions. In addition to creating a formal system (see right) of ways of working and communication channels, we put the following in place:

• Creation of global toolkits and guidelines so markets understand how to use the assets available to them
• Development of plug and play global activations and assets for markets to leverage (e.g. competitions, co-created content, creative assets)
• Creation of an online Portal to house all assets, toolkits, guidelines and manage approvals

Results

This has resulted in activations in more than 60 markets, generating exposure to more than one billion consumers.