Challenge:
Break social taboos on deodorant and convert non-users.
Change:
Riding on the romance platform, three “Mr. Rights” were chosen to communicate to the target 20 to 29 year old females. This is Unilever Hong Kong’s first digital activation and viral marketing campaign. The power of word-of-mouth via online communities such as blogs, love-matching sites, forums, and a fun and interactive online quiz, was used to drive consumers to the Rexona Win a Date website.
Check:
The campaign was a resounding success generating - 100,000+ single-day page views on the campaign blog at teaser stage and 22,000+ comments on chat-boards. The website generated one million page views within 50 days of launch; almost 20,000 a day, with 120,000 unique participants vs. the targeted 89,000 (35% more than target). The video quiz was completed with 93% conversion per question, and post-campaign audits recorded 30 to 40% improvement in perception, interests and purchase likelihood.