Success stories

Rexona

Increase product awareness and associate with the younger generation in Russia

cover rexona-6 logo rexona-6
92.9 Million
Video Views
156 k
User-generated Videos
14 k
Business Account Followers Increased from Scratch

The Objective

Rexona, a leading deodorant and antiperspirant brand of Unilever, launched a new line of products to help teens in Russia enjoy a sporty and vibrant lifestyle during summer. To raise awareness of the new product, Rexona wanted a viral campaign that could resonate with younger consumers.


The Solution

Rexona launched a Hashtag Challenge (#RexonaChallenge) with a top influencer, Kate (i.e. Катя Адушкина), to demonstrate how to participate in the challenge by dancing with Rexona. Kate also composed a rhythmic TikTok-style pop song as the Branded Music for this challenge.


This challenge featured 16 influencers, each influencer with a unique style and interpretation of the music, bringing ingenuity to the challenge and inspiring user creativity. Besides leveraging influencers' popularity, Rexona offered fabulous prizes to participants, fueling a second wave of buzz during the launch period.


image rexona-6


The Results

Rexona witnessed active participation and high relevancy from user-generated videos: it generated approximately 93 million video views in just 6 days. Users generated more than 156,000 videos and Rexona's new business account on TikTok gained more than 14,000 followers.*This campaign was under the execution of a local Russian MCN agency named "PC".

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Our badged TikTok Marketing Partners can help brands to analyze, understand and measure the overall impact of their TikTok activity. Measurement partner specialties include brand lift, brand safety and suitability, and mobile measurement.

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