We recruited All Blacks legend Grant Fox to write and film weekly interviews on Rexona ‘Rugby Rituals’. Exclusive content was published in sports-focused print and online, where sharing and commentary was encouraged via the Rexona Facebook and Youtube pages.Tapping into daily sports checks on digital platforms we challenged fans’ knowledge of the game. Much loved historic game footage was used to encourage debate around ‘Best Ever’ moments. An estimated 430,000 people were reached with a unique voting mechanism, with results published on YouTube, Facebook and via the newspaper partnership.Finally, leveraging the hype of the RWC itself, fans were invited to record live good luck messages which were immediately broadcast into high reach positions on game days. This Australasian technological first was delivered through online banners prompting users to capture themselves through their webcam and allowed Rexona to aggregate content in real time, a feat never executed before.

In 2011, Rexona Men blasted all objectives and reached its highest share ever in NZ history due to the All Black variant sales. There was an unprecedented increase in annual dollar sales of 10% and in penetration by 7%.Brand conviction scores increased YOY from 21% to 27% and all other brand metric scores increased. Over 10,000 people 'like' the Facebook page and the page is still growing. The YouTube channel received over 40,000 views and uploaded videos have received close to 117,000 views.Fan messages were positive, genuine and captured the spirit of New Zealand fans.