We raised the public concern in the style of HK’s breaking news – What? A 3 year-old kid fainted in a cable car due to intense body odour! In social media and magazines, reports from No Smell Association unveiled that “It’s a crime to smell bad”, triggering a social movement to help the smelly guys and girls.

Once we had activated consumers’ self-consciousness, “Rexona Police” stepped out in mass media to recruit undercover Anti-Smell Agents who could identify the smelly culprit (friends) via mobile, Facebook or on association’s website to help them solve their problem.

Daily ‘wanted’ Facebook newsfeeds were sent, urging the suspects to review their social activities. They could only remove their smelly labelling by discovering the real causes of sweat and getting their Facebook friends to verify it. Through this highly engaging and entertaining process, our targets learned about the importance of using Rexona’s deodorants every day.

In just 2 weeks, we drove +70,000 visits to Rexona’s website and maintained a stable weekly traffic of 35,000 visits throughout the campaign period. 53.5% of the site’s traffic came from Facebook, proving a strong viral impact.In just 2 months, over 80,000 deodorant dodging suspects were reported that resulted in over 500,000 Rexona bottles sold.Volume sales were up by +8.4% YOY and the category also grew by +7%, driven mainly by Rexona.

Most importantly, we helped the smelly culprits regained their self-confidence. A massive achievement considering how hard it is to change a consumer’s behaviour! Case solved!