Brand beliefs

Rexona believes movement has the power to transform lives. But we know there are barriers standing in the way. Too many people face judgement because of their age, race, gender or perceived ability.

We exists to inspire those who face judgement with the confidence to keep moving - regardless of who’s watching. Because everyone should be able to experience the many benefits movement brings.

Brief

So in 2021, a Paralympic year, we wanted to turn that fear on its head.

Throwing a knockout punch to outdated ability standards.

And empowering those who feel self-conscious to move how they want, no matter who’s watching.

Objectives

Raise awareness of the issue of societal judgement and its manifestation (KPI –audience reach)

Create positive brand associations with Rexona (KPI - Brand Power)

Delivering our purpose - inspiring the confidence and positivity in everyone to move more.

#WatchMeMove

Rexona believe movement is for everyone. However, the fear of judgement is a massive barrier to getting more exercise.

People of all abilities are afraid of judgement the minute they get out there and move. It inhibits confidence, which increases self-doubt.

But what happens if we remove that barrier? Turn that fear on its head. Tell the people who are watching, judging and staring that their actions are part of the problem. Make them see our movers for their barrier breaking movement, free from judgement and bias.

Challenge the stare.

#WatchMeMove – a fully-integrated campaign across film, PR, digital and OOH, featuring the experiences of diverse, barrier-breaking movement champions who turned the glare of the stare into their motivation to move.

Our enemy

Societal ability standards that inhibit freedom to move

Audience Insight

46% of people in the UK, and 1-in-2 in the USA, say the fear of judgement prevents them from moving.

81% of disabled people in the USA feel unwelcome in fitness spaces.

The most obvious manifestation of that judgement – the stare.

Strategic approach

Challenge the stare to fuel movement

Humans are coded to be instinctively drawn to eye contact. We would use high visibility formats across TV and digital film to confront people who stare, making their behavior and our protagonist’s defiant responses to it unmissable.

Subverting traditional production models, we crowdsourced directors, producers and photographers from diverse backgrounds, ensuring total inclusivity behind the camera, as well as in front of it.

Mid pandemic, through the power of tech, we scouted and shot talent across 3 different countries, producing 8 simultaneous shoots...all in just 6 weeks. Alongside this we worked with key partners Manchester City, featuring a member of their charity foundation (City in the Community), amputee footballer Sean Jackson.

Altogether, this was Rexona’s most diverse campaign ever with results that smashed all expectations. Our campaign rolled out across TV and VOD and social in the UK and US.

Reach:

31% of target audience reached via TV/VOD (USA),

44% UK TA reach (TV/VOD).

Combined, our integrated campaign achieved over 1BN earned media impressions (Edelman tracking) in addition to the paid media reach.

Engagement:

Our AV had a record-breaking performance in Unilever’s proprietary asset testing, scoring 97% on noticeability, 100% on landing our purpose and with a 99% positive response to the content, Rexona’s highest ever scores. (Unilever Preview testing)

The campaign was also extensively featured in media, with 175 earned editorial placements.

Impact

Q3 2021 Brand power (Unilever’s proprietary measure of brand impact) grew by 7% YOY in the UK, and 4% in the USA, representing unprecedented YOY growth.

But, we're not done yet. Every asset drove our audience to Rexona’s Breaking Limits Programme, our sustained investment in which provides movement-based coaching and mentorship to millions of young people.