Unilever: Rexona Puts SEA Games in the Palm of the Indonesians

Rexona, the deodorant brand, used social media to boost awareness and top-of-mind recall in Indonesia.

Campaign details

Brand: Unilever / RexonaLead Agency: Mindshare IndonesiaRegion: Indonesia

Strategy

Objective

Rexona, the leading deodorant brand in Indonesia, faced an increasingly competitive market as well as flat sales growth. Rexona wanted a high-impact campaign that would boost brand awareness and top-of-mind recall that would ultimately translate to stronger brand preference and increase in sales.

The Southeast Asian (SEA) Games held in Kuala Lumpur in August 2017, was considered one of the most awaited sporting events in Indonesia due to the strong performance of its national teams, and it provided an opportunity to associate the...

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