2025 social media content calendar: Key dates marketers need to know
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December 16, 2024
Rexona set out to capture the attention of consumers dissatisfied with their current antiperspirants by positioning Rexona Clinical as the go-to solution for high-pressure moments. To achieve this, the brand partnered with a diverse group of creators through the Vamp platform, granting them full creative freedom to authentically showcase the product’s efficacy.
The campaign was a testament to the power of combining organic content with paid media. TikTok’s Brand Lift study revealed impressive results across ad recall, awareness, and brand association, proving the impact of authentic, relatable, and humorous storytelling.
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Creators leading with authenticity
By partnering with creators who specialised in their respective platforms, Rexona ensured content that resonated with each audience. The brand’s core message—“3x stronger than basic antiperspirant deodorants”—was delivered through real-life, high-pressure moments with a humorous twist. This authentic approach boosted engagement and made the campaign feel relatable.
A cross-channel strategy
Using both organic and paid media across TikTok and Instagram was crucial. Creator-led content was paired with brand-led assets to amplify the campaign’s reach and effectiveness. Tailored to each platform, the strategy maximised impact while demonstrating how creator-driven storytelling can drive exceptional outcomes.
Rexona’s creator marketing campaign delivered impressive performance across key platforms:
@andythesk What’s your biggest insecurity at the gym? 💪🤷♂️ #RexonaClinicalAus #DontSweatIt #Anxiety #Sweat #Ad @rexonaau ♬ original sound – Andy The Sk
The campaign’s success highlighted the importance of authenticity in marketing. By allowing creators to fully express themselves, Rexona connected with audiences through relatable, everyday moments. The combination of authentic creator content and strategic media spend drove strong brand recall and consideration, achieving far beyond the campaign benchmarks.
Amy Doss, Marketing Manager for Rexona, praised the campaign:
“Partnering with Vamp for our Rexona Clinical campaign has been a terrific experience. The platform was easy-to-use, and the resulting content achieved our key objective of connecting with our audience through the relatable experiences of everyday Aussies. This high-quality and authentic content, combined with our branded content, enabled us to cut through and achieve outstanding results. We look forward to using the Vamp platform again.”
The Rexona case study underscores the value of creator-led marketing strategies. By leveraging the power of authentic, platform-native content, Rexona not only achieved high ad recall but also positioned itself as a trusted brand for high-pressure moments. The collaboration between Rexona, Vamp, and its creators is a blueprint for success in the modern marketing landscape.
