Rexona
The challenge
Rexona is the market leader in the Australian deodorants market. With supermarkets’ clean floor’ policy’ it’s often challenging for suppliers to get traction for their promotions and alert consumers of their activities. Unilever faced this challenge with their national Woolworths Account Specific promotion for Rexona. An almost identically themed offline promotion had been run the previous year without any online support.
The strategy
Tick Yes developed a comprehensive digital campaign to integrate with the offline elements of the Woolworths promotion. This included proof of purchase instant win online and SMS promotions, online advertising, viral game and email marketing.
The results
According to the client, Rexona achieved its highest ever market share in Woolworths during the promotional period and the website generated high traffic flow for what was a short-term activity.
A key finding from 66% of those who entered barcodes i.e. bought the product was that they only found out about the promotion from online marketing. Given that the promotion was advertised on TV, radio and POS this was very pleasing.
