As engaging with youth in the digital world becomes increasingly challenging, Rexona along with its brand communication partner MullenLowe Malaysia strategised to treat Malaysian youth to a series of immersive brand experience in the real world, that prompted them to share it in its social world online.
Aptly titled "Rexona FreshMoves" the four-wave brand immersion campaign saw Malaysian youth icons, celebrity Scha Alyahya and international hip-hop artist SonaOne, dare Malaysian youth to a series of fun activities - all aimed at promoting the advanced protection technology of Rexona Motionsense.
The campaign also witnessed a formidable line-up of KOLs: Faiz Dickie, Chazy Nash, Mawar Rashid, Nadrah Zamani, and more take to the online media to encourage Malaysians participate in the FreshMoves Challenge.
The campaign kicked off with an online video challenge from the stars, both daring Malaysian youth to share videos of them photobombing friends, colleagues and strangers to win cool prizes. The video series was viewed and shared on FB and YouTube over 9.5 million times during the campaign period.
This was followed by a strategic collaboration with the famed Electric Run that saw SonaOne along with KOLs taking to Instagram from the event, cheering young Malaysians to run and be part of the Rexona FreshMoves contingent.
In the next wave of the campaign Rexona treated the unsuspecting moviegoers to a scented bubbles in-theater while they were getting ready to watch their favourite movie. In addition, all the ticket buyers had access to the specially created Rexona FreshMoves Chamber, where they could compete to capture vouchers in ‘fresh breeze’ wind-effects and redeem these vouchers.
Guan Lee, head of skin care and deodorants, Unilever said: “The true testimony of brand marketing today is driving more authenticity, relevance and talkability to build meaningful engagements for our consumers. We are extremely happy that with Rexona FreshMoves we could give consumers an exciting branded platform which is pertinent to their interests and was able to build high social engagement.”
Mazuin Zin, managing director at MullenLowe Malaysia added: “Keeping Consumers excited is no more a one time, one stunt affair. What they seek is continuous excitement and that makes our task even more challenging. Partnering Unilever Malaysia in delivering Rexona FreshMoves campaign platform was our attempt at exciting Malaysian youth with a series of immersive fun experiences. The intent was to make it fun, memorable and share-worthy.”