Unilever’s Rexona, the number one brand in the $285 million deodorant market, will make online advertising a more integral part of its marketing campaigns after adding a digital agency to its roster for the first time.
Rexona this week confirmed it had appointed digital hotshop Soap to its account, after trialling the agency on its recent Million Ball Mission campaign for Rexona Men Sport.
The campaign, which launched in February, proved hugely successful for the brand – leading to a 23.1% uplift in sales, according to Rexona marketing manager Sarah Ford.
“The new website together with digital advertising played a key role in delivering this result,” said Ford, with the brand reaching its male target audience through Fox Sports, YouTube, Hotmail and Facebook as well as popular sports sites.
Ford said the campaign reached more than 5.5 million people online.
Rexona spent an estimated $5.3 million in main media (excluding online) in the 12 months to April, according to Nielsen Media Research – the largest budget of any deodorant brand.
Prior to Soap’s appointment, Ford said Rexona had worked with digital agencies only on a project basis.
“I think [Soap’s appointment] is recognition that digital is playing an increasingly important role in our campaigns,” said Ford. “I don’t want to comment on specific budgets but we recognise that digital will play a major part of campaigns moving forward.”
Australians spent $285 million on deodorants in the 12 months to 30 September 2007, according to ACNielsen.
Ford said Rexona was the clear leader in the category with 33.7% market share, followed by fellow Unilever brand Lynx (18.8%). Other competing brands include Nivea, Brut and Norsca.
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