Rexona

The Objective

A fun, creative challenge to increase awareness and engagement

Rexona is one of the world’s most recognizable deodorant and antiperspirant brands. The brand leverages cutting-edge science to provide the best products for customers with varied needs and preferences.

The company understands that beauty goes hand-in-hand with confidence, and that sweat should not keep you from pushing your limits, moving freely, and having fun. To raise awareness of its Active Shield Technology and boost engagement, Rexona launched the Unstoppable Moves Challenge on TikTok, which invited users to showcase their creativity. To join, users had to make a post on TikTok showing any one of the following:

• The user and three friends dancing after a long and stressful day

• The user biking to four scenic spots in one day, or running to four spots in one day

• Jumping over 10 times and capping this off with a shadow boxing session

• Doing five push-ups and making eight basketball trick shots

The users had to post the video within the campaign period (August to September 2023), using the required background song and hashtags, and tag at least two friends to get them to join the challenge.

The Solution

Tapping the right creators

Rexona used TikTok’s Branded Mission and Video Gallery Instant Page products for the campaign.

Branded Mission connects brands and creators. It lets advertisers crowdsource content from TikTok creators, turn top-performing videos into ads, and boost brand affinity through higher media impressions.

Companies can engage creators through the TikTok Creator Marketplace, where available mission opportunities appear in the Discover tab. Interested creators will then develop videos based on the mission’s requirements. Through Branded Mission, Rexona was able to work with TikTok’s most inspiring, engaging creators and tap into their very active communities.

Lightning-fast web pages to reduce friction within the customer journey

The company also used the Video Gallery Instant Page, a fuss-free way for brands to build visually stunning and fast-loading web pages on TikTok.

Instant Page creates a seamless journey for customers—from in-feed ads, through the TikTok Instant Page, and finally to an external site. It cuts down the time it takes to get from the ads on TikTok to the brand’s chosen landing pages, leading to higher conversions, better sales, increased traffic, and wider reach. Rexona used this feature to encourage users to participate in the Unstoppable Moves Challenge, by showcasing curated Spark Ads videos from creators with a sizeable following. It then took users to landing pages on Southeast Asia’s top e-commerce platforms, Shopee and Lazada.

By using Branded Mission and Video Gallery Instant Page, Rexona increased its campaign’s chances of success.

The Results

Higher engagement without breaking a sweat

Through the campaign, Rexona achieved:

• A 222% increase in engagement rate

• 192% rise in click-through rate

• 3.7% lift in ad recall (with 95% statistical significance)

The success of the Unstoppable Moves Challenge campaign shows how brands—even big, established ones—can still grow their business using TikTok’s products and connect with its rich, lively community of creators and users. With TikTok’s innovative tools, it’s now easier than ever to set up a campaign that hits your company’s goals and lets users have fun at the same time.