While the campaign ran through paid media with the highest coverage and affinity for the target (TV, radio, press, OOH), the core of the campaign was to take the greatest advantage of brand’s owned media (website, fanpage, Twitter) and earned media through massive viralisation.

RexonaMen detected in football players a communication vehicle and asked them to do comments on their profiles which would reference the brand.3 players and the team’s popular chef shared on their profiles Rexona Men content: on their walls on Facebook, they liked Rexona Men Uruguay on Facebook and followed it on Twitter, they twitted the hashtag #noteabandona.The brand also created exclusive content for Uruguayans fans. The “Rexona Correspondent”, provided 20 videos with funny interviews to the players and fans. The content was produced by a popular local character linked to football “Uncle Aldo”.

Luckily Uruguay was champion of 2011 America’s Cup so the campaign raised a great interest right till the end of the tournament.16,431,256 contacts were reached by the campaign.The brand’s fans on Facebook grew by 6 times.In Twitter the brand went from 0 to more than 500 followers in less than a month.These are very large numbers for our country with only 3 millon people!The brand was able to link itself to the players and the team’s success without being an official sponsor.