MANILA – Do the Moves, a campaign created by Lowe Philippines for Unilever’s Rexona last summer got not just Filipinos off their feet, but also the deo brand’s sales.
Rexona shared insight that while only 13% of Filipino teens use deodorant, all of them are embarrassed by sweat and odor, especially during that hot season last year.
Lowe worked on how teens coped with that smelly predicament, turning the subtle moves they do to check their underarms into cool dance moves they can groove along with Do the Moves, a dance anthem created and performed by Apl.De.Ap of The Black Eyed Peas, Sarah Geronimo, Enrique Gil and Elmo Magalona,
In addition to radio placements and online instructional dance-steps videos, Unilever did on-ground activities covering 100 schools and attended by 29,000 teens. As a result, it easily secured the top spot on music channel Myx for three weeks and was downloaded and streamed 700,000 times on Soundcloud.
This buzz translated into real business results for Rexona, rapidly increasing its penetration from 13.8% to 16.6%, or an over 200% point increase in penetration after only one month, leading to the brand’s highest recorded value sales in three years.
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