Rexona: Chamba dance challenge

Oscar Maalihan, Jeffrey Ng, Sujay Ray

Rexona, the deodorant, used music marketing and influencers to resonate with a young target audience and grow sales with its Chamba Dance Challenge in the Philippines.

Campaign details

Brand: RexonaBrand owner: Unilever PhilippinesLead agency: Mindshare PhilippinesContributing agency: ABS-CBN CorporationCountry: PhilippinesIndustries: Deodorants, anti-perspirantsMedia channels: Content marketing, Online display, Online video, Social media, Sponsorship - media, Word of mouth, influencersBudget: Up to 500k

Executive summary

The Philippines is a tropical country, where most of the time, it is hot and humid and therefore may constantly make one feel sweaty. Despite this fact, most Filipinos still do not see the need to consistently use deodorant everyday, something that will help them stay fresh, sweat-free,...

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