Rexona Teens: Love - Warc

for a small period of time (in the morning, at lunch and in the afternoon) ensuring that Sophie could keep up with her friends inreal time and real life. This worked to generate not only loyalty and awareness, but real friendship that served to keep thebrand top of mind and continue to drive sales.After playing her Rexona Love Game and adding Sophie – and her love friends Tommy and Billy – on Facebook, girls couldhave a regular relationship with Sophie, following any new and exciting love situations that happened as Tommy and Billyfought their way into Sophie’s heart. On both her Webpage and on her Facebook page, Sophie became not just a characterbut a friend, not only asking for the girl’s advice by posting messages but also having a two way conversation with them viapersonal messages and helping them with their own love problems (which also made them sweat).By creating a character and putting her at the heart of the idea, integration came naturally – every single thing that Sophie orher candidates did, could be communicated not just on her website but on Facebook, keeping her friends involved andinterested and the product top of mind.final2In this way we went beyond creating an advertising campaign that talked to the girls. We created a personality who had arelationship with teens and was actively involved in their lives. Throughout the product and its role were never left aside byeither Sophie or her friends.7Downloaded from warc.com

3° Stage: Making them part of the storySo successful has the campaign been so far that it has actually presented us with a great new sales opportunity.In order to drive incremental sales going forward we are now set to create two new packs – each featuring a different one ofSophie’s Love suitors on. Girls will be asked to help Sophie decide which guy she ought to go for by buying the pack with theirpreferred beau on the front. To be supported with only a limited ATL Campaign, the idea is to continue to sustain engagementand sales via the product itself rather than the communications.ResultsSo far the results are testimony enough of Sophie’s success.From a business POV:Not only Rexona Teens Love became the best selling variant of the range after only 3 months of launch; but most importantly;it became the first variant to ever lead sustained growth after 6 months, breaking with the sales plateau and establishing newrecords in both value and volume share for the brand (both of which are still growing!). And we achieved this with the averagebronze campaign budget (the smallest launch budget Unilever uses).From a communications POV:In the first month, there have been 158.547 unique attempts to download the game and over 270.000 unique users have goneto the Sophieinlove.com website, with girls spending in average 5 minutes on the site – the same as the amount of time theyspend on Twitter.In the first two months, 40% of visits came from active searches on Google, which means users remembered Sophie, got8Downloaded from warc.com

interested in her and associated her with Rexona.After six weeks in Facebook the Rexona Love Game already had 134.826 active users and 34.482 fans. Today, theSophieinlove.com website has been live for six months. It has 835.994 unique users and Rexona Love Game on Facebookhas over 50.600 fans.To describe the engagement generated by Sophie’s presence it only takes to read some of the girls’ comments: “Help Sophiein love with rexona teens love because boys make her sweat”, “I really like it it’s deluxe…Rexona love XOXO. And helpingSophie is super, all the things you can do with her…I wish I could have a wardrobe full of clothes just like hers”, “I’ve finishedcan I play it again?” or “Sophie!!! A friend like you would do me good!”Furthermore, since each time Sophie posted a comment on her profile or the girls gave Sophie an advice it appeared on theirdaily feed, we have – along with the girls – created an enormously successful viral campaign.From a teens point of view:Teens had such an engaging and strong connection with Sophie that she came to be one of their best friends. The girls got sointo Sophie and the Rexona Love Game that they have surprised us with spontaneous reactions such as:• Creating numerous Sophie Fan Clubs;• Creating Facebook groups which demanded a second Rexona Love Game;• Creating discussion forums with their friends such as “Billy or Tommy?”and “Who's Sophie's best friend?”;• Producing their own collage with Sophie and other characters of the story and uploading them onto the Internet;• Uploading videos to Youtube.com where they replicated and impersonated Rexona Teens Love TV commercials.After having the girls nickname our character Sophie Love as “So”, signing their Facebook name as “Julia Love Garcia”,setting Sophie Love’s picture as their own profile picture, and speaking of everyday issues as Sophie does (Skirt or dress?Call him or chat with him?), what more is there to say?They became so fond of Sophie, that they even stole OOH advertising just to take Sophie home with them!InnovationThrough Sophie we have demonstrated that when it comes to engaging teens today, the key is not just talking to them, butrather with them, having a two way conversation; one that engenders trust and attention on both sides. We have created acharacter. One that can live anywhere, in any media. As such she almost acts more as a property rather than an idea.The sustainable learning: By creating a property rather than an idea – one that is media neutral but audience relevant, thatcan live in the real world as well as online, and bring your product into the everyday psyche of your audience; you can createand sustain communications not only much more effectively but also much cheaper.Useful LinksLink to Full CampaignLink to the RXT Love Website9Downloaded from warc.com

Link to Rexona Love Game @ RXT Love WebsiteLink to the Rexona Love Game @ FacebookLink to Sophie Love’s Facebook ProfileLink to Tommy’s Facebook ProfileLink to Billy’s Facebook ProfileLink to Sophie’s Facebook Fan Clubs:http://www.facebook.com/home.php?#!/pages/Sophie-in-LOVE/309385134623?ref=tshttp://www.facebook.com/home.php?#!/pages/Sophie-in-love-club-oficial-3/124088894284486?ref=tshttp://www.facebook.com/pages/Sophie-in-Love/101637559874359?ref=search&sid=LvlejK_PL1GO4gfemlGtuA.773232098..1Link to RXT Love TVC imitation @ YoutubeAll rights reserved including database rights. This electronic file is for the personal use of authorised users based at the subscribing company's office location. It may not be reproduced, posted on intranets, extranetsor the internet, e-mailed, archived or shared electronically either within the purchaser’s organisation or externally without express written permission from Warc.10Downloaded from warc.com