Rexona launched a campaign that differentiated its brand from competitors in the deodorant category, and started a movement to make Indonesia more accessible and provide aid to its disabled community. Through its mobile app, Gerak, and cross-media strategy, “Movement for Movement” laid the foundation for real movement in the nation.
Objective and Context:
To retain its spot at the top of the deodorant category in Indonesia and separate itself from competitors, Rexona needed a creative strategy. “Movement for Movement” focused on reinventing the way Indonesian consumers view Rexona and other deodorants.
Helping people move is rooted in Rexona’s brand DNA, which has been using “Terus Gerak” (keep moving) as its campaign tagline for the past three years. However, only seven percent of Indonesia’s 4,500 miles of road have sidewalks, and its infrastructure is so poor that Indonesians rank in last place globally for average daily steps.
Rexona’s objective was to go beyond movement relating to sports or any other physical activity, and to capture movement from an everyday perspective. It wanted to solve an Indonesian problem – the great difficulty in mobility, especially for the disabled – and be an advocate for real movement in the nation. Its campaign was designed to not only provide aid to the disabled community that faces mobility challenges every day, but to build a movement with all Indonesians and make the country more accessible.
At the heart of the campaign was a mobile app, Gerak. It was built as a mobility assistant app with Google’s voice technology, and informed users where they could locate the most handicap-friendly places in their current area. Users could also book transportation directly through the app thanks to Rexona’s partnership with Grab.
The campaign targeted Rexona’s core audience: males and female between the ages of 20 and 35. It tapped into this audience’s emotions to evoke urgency and inspire the nation to help an underserved minority of Indonesians, and improve the lives of citizens with disabilities. In parallel, Rexona also targeted Indonesians with disabilities, and its app was designed specifically for their needs.
Two media campaigns were thus created under the Movement for Movement umbrella – a hyper-targeted campaign for those with disabilities and another that encouraged everyone to participate in the movement.
The Movement for Movement campaign was designed to bring disabled Indonesians to the forefront of everyone’s mind. Rexona wanted to shed light on Indonesia’s mobility problem that was unknown to many citizens.
Its communications strategy had four components:
Rexona used video, rich media banners, and influencers to not only convey the problem, but to inform Indonesians of ways they could help. Rexona appealed to them emotionally by tapping into their sense of duty, allowing Indonesians to realize that they could be part of the solution without an extra effort. Mapping Jakarta was the easiest way for people to join the movement. Through Google local guides, a built-in feature on Google Maps, people could add handicap accessible data points to a location.
Overall Campaign Execution:
The campaign and its DNA spawned from an innovative mobile app solution. Gerak, Rexona’s mobility assistant app, used voice technology to fundamentally change how people with disabilities moved across Indonesia. The $500,000 USD budget earmarked for the Movement for Movement campaign was one of Unilever’s largest digital-only campaigns. Approximately 80 percent of the budget was dedicated to mobile media.
The Gerak app was engineered with Google’s Cloud Speech API and Dialogflow technology. Powered by its artificial intelligence capabilities, the Gerak app was a voice-activated chatbot that could direct people with disabilities to handicap accessible places. Gerak partnered with leading ridesharing company Grab, which enabled app users to not only find places they could enjoy, but to directly order a handicap-accessible ride to that location.
A cross-media strategy enabled Rexona to reduce app download friction and spread the word about Gerak across Indonesia. To get the mobile app in the hands of those who needed it most, Rexona used an integrated mobile campaign that used search, display, and video to drive app downloads. Mobile search helped Gerak deliver the highest amount of downloads during its first few months.
To complement its paid media strategy, Rexona had a traditional PR launch in partnership with Grab to introduce the Gerak app and inspire word-of-mouth downloads. Hundreds gathered to see the app for the first time, including Indonesia’s top media publishers. Top news stations across Indonesia dedicated prime time coverage to the event and the app, and the most trafficked websites and social media influencers picked up the story. The combined effort of both mobile and traditional PR helped Rexona launch Gerak dominate the news cycle.
Rexona’s purpose-led communications and overall campaign exceeded expectations in market share, views, reach, and talkability. During Movement for Movement’s campaign launch, Rexona saw its media reach 27 million people on the International Day of Disabled Persons. Sixty-one percent of its target audience garnered 143 million impressions as Rexona aimed to break the stigma around people with disabilities.
When Rexona launched the Gerak app it reached 60.52 million consumers through its integrated media and PR strategy – generating $1,000 USD of PR value. Within the first 90 days of the app being live, more than 10,000 people with disabilities downloaded Gerak in the greater Jakarta area. This made it the No. 1 trending app in Google Play Store’s Travel and Local category, with a 4.4 rating.
Grab, Southeast Asia’s largest ride hailing app and official brand partner, dedicated 118 handicap-friendly vehicles that disabled Gerak app users could use when they ordered rides. Moreover, organizations such as NGOs, government institutions, and embassies expressed interest in taking part in Rexona’s movement.
The launch of Rexona's mobile app had an enviable return-on-investment for media spent. Rexona invested $19,700 in Gerak app’s PR launch, but the returned media value was $1,067,928 or a 54:1 ratio. Rexona’s original strategy to stand out among competitors was achieved by building a successful and handy mobile app.