Challenge:
In 2013, Rexona, launched its new brand philosophy – Do: More – a call to action for people to live their lives to the fullest. Rexona’s role is to be an enabler, giving people the confidence to do more.
In line with this new philosophy, the team had to refresh its annual Rexona Run. There were three challenges that the team faced: (1) How do we integrate the new “Do: More” spirit into the 2013 leg of the Rexona Run? (2) How do we differentiate ourselves from all the other running events in the country? and (3) How do we make the Rexona Run 2013 bigger and better than ever before?
Solution:
The team arrived at the insight that running and music are two things that easily go together. When people run to the beat of music, they run faster, they go further and they’re more energized to DO MORE. So we combined running and music in a multi-sensorial night run, where seasoned and leisure runners alike, partied their way to the finish line. This run was called “Rexona Run: Run To Your Beat” (RTYB), as different runners are pushed by varying types of beats and are energized to do more while staying fresh all throughout the race with Rexona.
Results:
RTYB is the biggest Rexona Run to date, with 12,145 registrants (21% above target). Running kits were sold out three weeks before the event; making RTYB the first Rexona Run to be sold out.
On Digital, RTYB also received astonishing results. The campaign was able to reach 26,857,871 unique individuals online. On YouTube, the RTYB TVC reached 2.2 million views– one of the most viewed online ad by Unilever Philippines in 2013.
On Twitter, #RunToYourBeat trended non-stop nationwide. This went on even after the run ended. RTYB garnered 16,708 mentions on Twitter and Instagram making it the most talked-about running event online. It garnered 5,000 more mentions than Masskara 2013, one of the biggest festivals in the country (Source: Tweetreach Pro). Total digital impressions peaked at 247,608,027– 47% organic.
RTYB also contributed to the brand’s sales growth of 14.7% in 2013, the biggest growth the brand has experienced in eight years (Source: Internal Sales Data).
