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Telefonica Brands

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Leading consumer brand Rexona, wanted to raise awareness of a new product

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Rexona is a deodorant and antiperspirant brand manufactured by Unilever.

Users increase 67%
Incremental brand awareness 53%
Purchase rate after seeing message 54%

The right message to the right audience

Challenge

  • Raise awareness of their new anti-perspirant, Rexona Clinical, targeting female runners in four Colombian cities.

Solution

  • A tailored campaign targeted at women aged 18-39 who lived or worked near a Rexona Clinical stockist, using geo-targeting to verify time spent in parks popular with runners.
  • For maximum reach, a text messages was sent that could be opened on any device. These were timed to be sent on days of the week when the parks, and the stockists, were busiest.

Results

  • 67% increase among Rexona users
  • 53% incremental brand awareness among users of rival brands
  • 54% of responders said they bought Rexona Clinical after seeing our message

Reaching further with messaging

Mobile text or SMS is the world’s most acted-on medium. It cuts through more effectively than anything else. Better than letters. Better than email. Better, even, than making a call. Because people always read an SMS.

ICT Trends 2020

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