This document summarizes a digital marketing campaign for Rexona deodorant brand. The campaign was developed by a New York digital advertising agency to target online communities and rally them around the brand's call to action. It created a YouTube channel focused on adrenaline junkies that received over 15 million views. The strategy was successful in creating an engaged community around motivation and movement that promoted Rexona's message to "do more".

1. Digital
Campaign
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E-Marketing | Renato Costa
Tomas Bata University

2. the $1.5 billion deodorant brand
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Operations in over
100 countries.
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British–Dutch multinational
consumer goods company

3. Target: Online Communities
New global philosophy:

4. Campaign developed by
Digital advertising & marketing agency
New York
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“Our task was to mobilise online communities and rally
them around the brand’s call to action.
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We decided to base our strategy on attracting those who do the most.”

5. http://domore.rexona.com/en-GB/adrenaline/home
.com
domore.
“we shot six films on 19 cameras
and ran the stories in parallel”

6. http://vimeo.com/user17084072/review/
67176336/0a8786dddc

7. !
15,066,982 views
5,273 subscribers
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“ Targets Adrenaline
Junkies with YouTube Channel”
“ Thousands of views later, this groundbreaking campaign created a
community around movement and motivation to get out there and be more
active.”

8. Product Page
6,018,050 likes
429,924 People Talking About This
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Rexona Middle east
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399,915 likes
324 talking about this
Rexona Arabia
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67,173 likes
2,092 talking about this

9. Portugal

10. https://www.youtube.com/watch?v=UR1nq6I6CMQ

11. you
thank