Only 1 in 5 men in Hong Kong use deodorant daily and it doesn’t help that Rexona Men’s deodorant is only seen as a sporting must-have but not a daily necessity. There is a need to grow market share and consequently increase usage occasions of deodorant.
Young men are oblivious to their stench because of their masculinity clouding their judgement. The only way to get through to them is to challenge their masculinity by showing that women find their pungent smell off-putting, and would not consider them as potential dates, destitute of love.
We strategically amplified female opinions through sharing what women really think about men’s body odour via a social experiment where attractive non-deodorant men went on a blind date. By sharing what is really in women’s minds, we pierced right through to men’s masculinity, as a much-needed wakeup call.
We then identify and target men’s multi-faceted interests beyond sports with customised women’s opinion to drive home the message. 50 data-driven creatives were created after synthesizing men’s digital footprint using Google’s suite of audience insight tools for triggering purchase intent. To seal the deal, we stimulated sales at micro-moments of interest through programmatic & retargeting.