Rexona Ivi Content rolls Initiative Russia
Task
Rexona brand, as a market leader, always seeks for new solutions to boost the quality of the advertising message delivery to the consumer in conditions of high clutter. Rexona in collaboration with the biggest on-line cinema in Russia created a unique approach to use maximum native integrations into video content. The objective was to increase “Everyday Athletes” video campaign relevance and promote the “the more you move the more you live” brand philosophy.
Ideas and solutions
e came up with unique approach in order to boost Rexona Everyday Athletes video campaign relevance and amplify the brand philosophy – movement. Based on main TA touchpoint, we chose the most relevant media channel – IVI, the biggest on-line cinema in Russia and natively integrated “Everyday Athletes” ad pointwise into selected content units. We chose the most relevant and brightest moments in popular films and series when the character looked like an “Everyday athlete”. Rexona commercial natively followed the movie storytelling. The message “everyday like sport” chased every action of the character from pushing supermarket trolley to jogging in the evening. To amplify the brand philosophy – movement, we mostly used content showing everyday activities, encouraging the audience to move more with Rexona. The new multi-platform reality urged us to cover all IVI platforms with our content rolls: both Desktop and Mobile. Content rolls reached 900,000 contacts during campaign period. Such native integration helped us uplift “Ad likability” KPI by 3% (65% vs. 63%). The brand was integrated in the content so concisely that the audience did not notice the switch from a film to the advertising: content rolls average completion rate is 1.5 times higher in comparison with classic pre-rolls (88% vs. 52%).
