For Rexona, movement is everything and it’s for everyone. But in 2020 the world locked down and stopped moving. How, then, would Rexona be able to continue communicating its core brand message?
Armed with its new purpose to give people the confidence to move beyond their limits, we helped the brand launch #MoveMoreAtHome with the ambition to get millions people moving, despite the limitations put in place by Covid-19.
We leveraged Rexona’s partners and talent roster to become engines of purposeful amplification, taking the brand into a culturally-relevant space and producing a disruptive, multi-channel campaign.
With the simple idea to connect everybody and create a community of motivation, Rexona championed a happier, healthier lifestyle driven by movement.
Talent such as Kevin De Bruyne and Christian Pulisic laid down home-based challenges for aspiring footballers, while now United inspired people to move to the beat from the comfort of their living room, ensuring all levels of movement were catered for.
Content was delivered across talent, partner and brand digital channels, with influencer and PR amplification. Prize giveaways incentivised consumers to share UGC, which was in turn used to create further inspirational content.
Rexona’s ambition was to get millions of people moving in 2020. Launched in the UK, 35 markets around the world activated our fully-integrated campaign within two months of lockdowns coming into force.
With people socialising less and spending less time on the go, deo use generally plummeted, but Rexona was able to outperform the category and keep the world moving throughout the Covid-19 pandemic. The campaign had a 1.7billion+ reach across digital channels, 4billion+ impressions and there were more than 500million video views.