Planning & Execution
Interestingly enough, our search for a deep-rooted cultural/behavioural insight led us to the social space. As Malaysians continue to be the most socially active nation on Facebook across the world as per Starbucks Social Index amongst other research reports.
This Online behavior was shaping an entire generation of ‘Do Good Activism’ believers. A phenomenon that was visible in the choices these Malaysians were making whilst choosing products, supporting campaigns and lending support.
The inaugural issue of the much-respected Edelman Good Purpose Report on Malaysia confirmed this hypothesis. As it went onto confirm that 9 out of 10 Malaysians believed that a brand should support a purpose beyond product and profits.
In fact, 84% Malaysians vs. 68% globally pledged their support to a brand that demonstrated strong purpose given quality and price parity. This became the springboard for our campaign.
The intent was not to stroke yet another ‘Social Lip Service based Facebook Activism movement’, but create a platform that is based on taking ‘Real World Actions’ everyday.
THE STRATEGY
Rexona channelized ‘Online Social Activism’ into ‘Real Life Sweat’.
By urging Malaysian women to be part of World’s Longest Virtual Relay Race for good without going out of their way. As long as they were sweating in real life every day, they were helping finish the race in the online world.
THE IDEA:
‘Sweat Everyday to Change Lives’. REXONA MOVE: A Digital driven Integrated Campaign Platform was born.
No, this was not another of those ‘Run-Jog-Compete’ social App based campaign. We wanted women to sweat for a common cause of helping 13 shelter homes for underprivileged children connected through one 10,695 km long Interactive Social map across the length of Malaysia and invited women to cover this virtual distance.
The deal was simple, Rexona would contribute RM.1 [USD 0.3] each for every 1 Km covered on the virtual map. Women had to download this motion-displacement app, made-to-order for the easy-going Malaysians and start sweating to change lives.
You could be doing Groceries, Window Shopping, Hunting for Good Food, breaking into a dance, or simply practicing yoga at home, as long as you clocked your sweat, you were changing lives.
Effectiveness / Results
In the times of when less than 1% of branded apps can claim success, Rexona Move delivered
10 Minutes/User/Day = 900 Minutes/User Engagement
[Source: App Analytics]
The set target distance of 10,695 Kms was achieved in 20 days flat.
40X times = 4,78,000 kms during the 3 month campaign period
Compelling Rexona to increase the initial donation money by 4X
[Source: App Analytics]
1,10,569 App Sessions
62,513 Android
48,056 Apple
Source: App Analytics
15000 App downloads in first four weeks.
16,045 Total Unique Users on Android
5,363 Total Unique Users on Apple
Source: App Analytics
320,000 unique visitors on the microsite in first four weeks.
Source: Google Analytics