Unilever launches Rexona widget on Friendster

Malaysia - Unilever Malaysia has launched Rexteen Rexy - the animated ambassador for the Rexona, the deodorant brand's range of products for teens - on Friendster.

Shelly Ng, country manager of Pixel Media Malaysia, the exclusive sales partner for Friendster, said Friendster was ideal because it offered diverse metrics from brand awareness to customer communications, product engagement, and return on investment all in a "single ad platform" campaign.

The Rexteen profile on Friendster has been made into the official website for the campaign, drawing over 6,700 fans and 469 brand testimonials. The website features a widget application that allows users to participate in contests, and has been downloaded by more than 80,000 members.

Unilever supported the digital campaign with traditional media initiatives, such as on-ground events and print commercials, and redirected traffic from the brand's own website towards the official profile to garner response online.

Quah Seng Khie, brand manager for Rexona at Unilever, said the Friendster platform helped Rexona achieve brand and product awareness, interaction with customers, and measures sales against its investment.

The campaign was also created in collaboration with Pixel Media and MindShare.