Not Done Yet
To drive brand relevance and awareness of Rexona’s (aka Degree, Sure & Shield) 72 hour non-stop protection technology and promote the brand’s purpose to inspire confidence in everyone to move more, Rexona tapped into the world’s biggest sports event.
The campaign utilised Rexona’s ‘Not Done Yet’ global communication platform, which explores how the human spirit overcomes barriers to movement such as self-doubt, judgement, lack of confidence due to body image, social pressures and barriers, cultural norms – to smash their limits! With this universally applicable concept, Rexona has generated various creative executions for different markets across the globe.
It also utilised long-standing association with football. In addition to football players acting as brand ambassadors, Rexona is currently an official partner of Premier League clubs Chelsea FC and Manchester City.
What we did
The activation aimed to inspire a new generation of movers through positive and relatable stories of footballers who are breaking through the narrow stereotypes they face to move with confidence. To set Rexona apart within the cluttered landscape and among other football campaigns, We didn’t look to the biggest names in football. Instead, we carefully identified those with real, powerful human stories who embodied the brand and its values.
Authenticity was critical to the campaign, showing players battling back from criticism to defy their doubters and prove they are ‘Not Done Yet’. For example, 38-year-old Brazil captain Thiago Silva fighting against the perception that he is too old to play at the top level. The multi-channel and multi-market campaign rolled out in Argentina, Brazil, Colombia, Mexico, Qatar, the UK and the US, spanning TV, social and in-store during the most global football moment.
In addition to the broadcast commercial, tailored for crucial markets, our in-house team created made-for-platform social films and reactive assets for key tournament moments. Furthermore, in-store promotions unlocked essential retail space by featuring exclusive training and match day experiences with Rexona’s global brand ambassadors, Thiago Silva (Brazil), Julian Alvarez (Argentina) and Mason Mount (England). The creative assets enabled each market participating in the campaign to launch channel-led content across platforms, including Netflix, Twitch and TikTok, during the tournament.
The social media content created for the activation achieved high audience engagement rates. For example, the content distributed through Rexona’s global brand ambassador channels reached over five million views. In addition, by partnering with one of the world’s biggest streamers, Casimiros of Brazil, +41m unique views were added.
In Mexico, content reached seven out of 10 Mexicans across the campaign. View through rates (VTR) were also high. TikTok content featuring Mason Mount achieved a 62 per cent VTR in one week with almost 33 million impressions. In Mexico, the campaign’s Twitch content featuring Diego Lainez earned a VTR of 93 per cent. In Argentina, Julian Alvarez was featured in limited edition print editions of the Ole newspaper, the day after the final!
The campaign enabled Rexona to tap into highly engaged audiences with authenticity when football was front of mind for the world. It was Rexona’s most extensive football campaign ever, delivering an estimated three billion global impressions and driving a nine per cent sales uplift during the activation period.