Lockdowns and social distancing have triggered a decline in deodorant usage. Almost three in 10 (28%) deodorant users have applied them less frequently after the COVID-19 outbreak. Frequency of usage has fallen most dramatically among Gen Z (aged 23 and under) and Millennial (aged 24-39) consumers. Just under half (45%) of Gen Zs and 40% of Millennials were using deodorant/antiperspirant less frequently.

Once Rexona is the brand that won't let you down, it was crucial to remind people about the antiperspirant now that we're gathering again.

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Sources:

https://www.mintel.com/press-centre/beauty-and-personal-care/letting-ourselves-go-nearly-three-in-10-deodorant-users-have-applied-it-less-frequently-since-the-covid-19-outbreak

https://edition.cnn.com/2020/07/24/business/unilever-ice-cream-deodorant-trnd/index.html

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News coverage about the issue:

https://www.ft.com/content/0a6c8c14-ca31-47f4-87cd-0c8b841baeb4

https://www.businessinsider.com/people-buy-less-shampoo-razors-deodorant-while-indoors-pandemic-unilever-2020-4

Turning a superstar into a device that makes it impossible to forget the deodorant.

Jojo Todynho is a Brazilian superstar?, hilarious influencer, reality show celebrity, and meme Diva.

In partnership with her, we created a device to help people stop forgetting deodorant, now we're gathering again, and turned it into a real-time response for an orchestrated viral.

The Alarm Clock isn't ordinary. When its alarm starts, it only stops when you take the Rexona out from the base due to the motion sensor in the device. But there's a detail. Instead of the familiar sound, we hear Jojo's Todynho screaming at people to rush to wear the deodorant before leaving.

The campaign was only possible and well succeeded because of the partnership with Jojo. She is known for her hilarious sense of humor, which brought the right tone we needed to talk about a delicate subject such as B.O.

Our strategy gravitates around entertaining the target, tapping into Jojo's hilarious personality and charisma to sparkle a conversation with humor around a delicate subject such as B.O. and forgetting the deodorant.

The campaign's target is composed of Gen Zs and Millennials. Gen Zs are the bull's eyes. So the partnership with Jojo Todynho was paramount to reach them once they are more willing to engage with celebrities.

To reach the maximum number of the target possible, organically, we first orchestrated a viral along with Jojo Todynho. It became easier to engage this highly opinionated target around the subject from this point. It also allowed us to make the most out of lower investments in paid media.

Besides that, starting with a non-branded viral was crucial. It made it possible for Rexona to join the conversation more spontaneously, at the right time, and in a more relevant way.

Jojo Todynho Alarm Clock was developed with Rexona's Check logo format. It has space grey color, high-tech design, Bluetooth, and a micro-motion sensor to detect the deodorant. Once the alarm plays, it only stops when you take the Rexona out from the base.

On standby, the color's light in its base is a cool blue. Brand's main color. When it starts to play, the light changes to orange and only returns to the cool blue when you put the deodorant in the base again.

In total, we produced 50 Jojo Todynho Alarm Clocks.

5 were gifted to influencers we partnered up with to amplify the campaign. 10 were given to the press. And the other 35 clocks were used in a promo specially created to leverage the campaign's engagement.

Those who shared the "best worse" B.O. stories on Twitter won Jojos Todynho Alarm Clock, never to forget the deodorant again.

+20MM of Organic Impressions only in the first two days.

The most engaged commercial post ever on Jojo's Todynho Accounts.

The sales are back on track.

Source:

Unilever Brandwatch Dashboard