How to tell her rexona

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Rexona, one of the leaders on the deodorant market in Poland, published a shocking report on the “Hygienic habits of Polish women”.

It revealed, that Polish women do not apply to the basic principles of daily hygiene and skin care, while at the same time the vast majority of respondents never told anyone, that their smell can be disturbing to others. The report revealed, that a problem exists in Polish society – the response was the “How to tell her?” campaign, which initiated a stormy discussion in the media.

The communication campaign was based on the professional advice of a dermatologist, social psychologist and dietician. It resulted in more than 440 publications in Polish media over 4 months. 4 602 723 people from the selected target group were reached. Advertising Value Equivalency amounted to 590 000 Euro, while the campaign resulted in 34 563 950 impressions in the press. As a result Rexona’s market sales value share rose to 18.4% - first place among large cosmetic brands.

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How to tell her rexona

  1. 1. HOW TO TELL HER?
  2. 3. BREAK THE TABOO WITH REXONA WOMEN
  3. 4. <ul><li>Polish women perceive the topic of sweating as a “smell taboo” </li></ul><ul><li>An educational approach to the subject was chosen with the following aims: </li></ul>THE CHALLENGE <ul><ul><li>Convince Polish consumers, that sweating is a normal, everyday process </li></ul></ul><ul><ul><li>B reak the social barrier, which prevented open conversation about sweat and the necessity of daily hygiene </li></ul></ul><ul><ul><li>I ncrease Deo market penetration in Poland </li></ul></ul>
  4. 5. <ul><li>Rexona, as a one of the leaders on the deo market in Poland, began showing how important daily hygiene is </li></ul><ul><li>The idea of creating a „How to tell her” campaign to achieve these aims was thought up by Rexona and Lowe GGK </li></ul><ul><li>Ciszewski Public Relations was responsible for the PR campaign </li></ul>THE CHALLENGE
  5. 6. THE IDEA MADE BY LOWE GGK
  6. 7. <ul><li>Rexona decided to : </li></ul><ul><ul><li>show the problem </li></ul></ul><ul><ul><li>emphasize the importance of daily hygiene </li></ul></ul><ul><li>How? </li></ul><ul><ul><li>through the publication of a report on the “Hygienic habits of P olish women” </li></ul></ul>EXECUTION
  7. 8. <ul><li>Research agency indicated that P olish women both young (16-24) and mature (39+) </li></ul>RESEARCH m ore than one third of Polish women do not use deodorants at all 17% Polish women shower less then once a week t hey lack knowledge about the product 94% of respondents were in a situation, in which the bad smell of someone else disturbed them 82% of respondents had never told another person, that their unpleasant smell bothered them
  8. 9. <ul><li>A press conference was organized: </li></ul><ul><ul><li>Speakers: </li></ul></ul><ul><ul><ul><li>specialist dermatologist </li></ul></ul></ul><ul><ul><ul><li>social psychologist </li></ul></ul></ul><ul><ul><ul><li>celebrity </li></ul></ul></ul><ul><li>Over 120 journalists from major media in Poland took part in th e meeting. </li></ul>PRESS CONFERENCE
  9. 10. PRESS CONFERENCE EFFECT
  10. 11. <ul><li>Launching an extensive education campaign : </li></ul><ul><ul><li>Advice and help from experts </li></ul></ul><ul><ul><li>Support of press releases including such subjects as: </li></ul></ul><ul><ul><ul><li>how to tell her – how to gently communicate unpleasant smells </li></ul></ul></ul><ul><ul><ul><li>how to tell your daughter/mother about their unpleasant smell? </li></ul></ul></ul><ul><ul><ul><li>how to use antiperspirant everyday – how to create a habit? </li></ul></ul></ul><ul><ul><ul><li>antiperspirant myths </li></ul></ul></ul><ul><ul><ul><li>cosmetics perfect for the summer – what to pack into your holiday suitcase </li></ul></ul></ul><ul><ul><ul><li>the impact of your daily diet on the process of perspiration and odor </li></ul></ul></ul>THE SOLUTION
  11. 12. <ul><li>„ How to tell her?” initiated a stormy discussion in core media including: </li></ul><ul><ul><ul><li>Daily newspapers </li></ul></ul></ul><ul><ul><ul><li>Magazines </li></ul></ul></ul><ul><ul><ul><li>Breakfast and news TV </li></ul></ul></ul><ul><ul><ul><li>Radio stations </li></ul></ul></ul><ul><li>The project was widely commented on the internet </li></ul>THE RESULTS
  12. 13. THE OUTCOMES <ul><li>“ How to tell her?” resulted in 440 publications in 4 months </li></ul><ul><li>M ore than 2 500 comments in the Internet </li></ul><ul><li>35 000 000 impressions in just the press! </li></ul><ul><li>Up by 2.60 percentage points compared to the same period last year. </li></ul><ul><li>During the campaign Rexona’s market sales volume share rose to 18.4% first place in its sector </li></ul>
  13. 14. THE OUTCOMES <ul><li>Most importantly: </li></ul><ul><ul><li>Polish women gained knowledge about daily hygiene </li></ul></ul><ul><ul><li>They were no longer afraid to tell others about unpleasant smells </li></ul></ul><ul><ul><li>The smell taboo in Poland was broken! </li></ul></ul>Advertising Value Equivalency was 590 000 Euro, while the budget was just 3,1% of this sum . THE OUTCOMES
  14. 15. <ul><li>Most importantly: </li></ul><ul><li>Polish women gained knowledge about daily hygiene </li></ul><ul><li>They were no longer afraid to tell others about unpleasant smells </li></ul><ul><li>The smell taboo in Poland was broken! </li></ul>

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