MOST VIEWED
HOW-TO VIDEO*

MOST VIEWED
HOW-TO VIDEO*

MOST VIEWED
HOW-TO VIDEO*

PROBABLY*

11.9M

11.9M

11.9M

owned social reach

100%

100%

100%

positive sentiment

260.7M

260.7M

260.7M

Earned IMPRESSIONS

THE RESULTS WERE

THE RESULTS WERE

THE RESULTS WERE

Australia’s top how-to influencers across beauty, fitness, and lifestyle created their own Whole Body Deo tutorials. Building on Martha’s how-to, they built a branded content ecosystem and spread the idea into new communities and contexts.

Australia’s top how-to influencers across beauty, fitness, and lifestyle created their own Whole Body Deo tutorials. Building on Martha’s how-to, they built a branded content ecosystem and spread the idea into new communities and contexts.

PART 3

To make a splash at launch, we leaked a cheeky video. Newsrooms and social feeds lit up when Australia was teased with a provocative, unbranded clip featuring Martha Stewart and a mystery man.

To make a splash at launch, we leaked a cheeky video. Newsrooms and social feeds lit up when Australia was teased with a provocative, unbranded clip featuring Martha Stewart and a mystery man.

PART 1

Martha Stewart was revealed as Rexona’s new ambassador and her How To Whole Body Deo video was unleashed.

PART 2

BUT HOW DO YOU LAUNCH A PRODUCT NO ONE KNOWS HOW TO USE?

BUT HOW DO YOU LAUNCH A PRODUCT NO ONE KNOWS HOW TO USE?

YOU BRING IN THE UNDISPUTED QUEEN 

OF HOW TO…

YOU BRING IN THE UNDISPUTED QUEEN 

OF HOW TO…

Showing Australians how
(and where) to use Rexona's Whole Body Deodorant.

how to

QUEEN

IDEA

a category first deodorant for your whole body.

Rexona’s new Whole Body Deodorant

INTRODUCING

Rexona’s new Whole Body Deodorant

INTRODUCING

FOR 137 YEARS,



DEODORANT



WAS ONLY



ABOUT THE



ARMPITS.



UNTIL NOW.

how to apply whole body deo

Martha Stewart

Martha Stewart

Martha Stewart

@rexona

@rexona

260.7M earned impressions

260.7M earned impressions

One how to video

One how to video

How do you launch a product no one knows how you use? 

Bring in the queen of how to.

How do you launch a product

no one knows how you use? 

Bring in the queen of how to.

Videos

background

background

Idea

Idea

The teaser

The teaser

How to film

How-to-influencers

Results

How to film

How-to-influencers

Results