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Rexona · Content & UGC

How Rexona engineered high ad recall with authentic creator content

Driving consideration through creator-led content engineered for performance

How Rexona engineered high ad recall with authentic creator content

Rexona Clinical reached 8.3x ad recall, against a 4.8x benchmark, by building a creator-led content system instead of running a one-off campaign.

Working with Vamp, Rexona set out to win over consumers who were dissatisfied with their current antiperspirant, positioning Rexona Clinical as the answer to high-pressure moments. The result wasn’t a burst of attention. It was a structured combination of creator content and paid media that delivered ad recall well beyond benchmark, alongside measurable lifts in awareness and brand association.

This is what happens when authentic creator content is engineered, not just commissioned.

Key takeaways

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A post shared by KIMMY GRACE ✿ ROLLER SKATER 🛼 (@kimmygrace__)

The challenge: how do you make a deodorant claim land with sceptical consumers?

Rexona Clinical had a strong product claim, “3x stronger than basic antiperspirant deodorants”, but a hard audience to convince. Consumers dissatisfied with their current antiperspirant don’t respond to another brand telling them it works. They respond to people they recognise, in situations they live through.

The brief, then, wasn’t awareness for its own sake. It was consideration: moving sceptics from “I’ve heard the claim” to “I’d switch.” That’s a trust problem, and trust isn’t bought with reach.

The shift: from a campaign to a creator-led content system

Most brands would have briefed a handful of creators, approved the safest cuts, and bought media against them. We took a different route.

We built the activation as a system, diverse creators selected for genuine fit with their platforms and audiences, given full creative freedom to show the product working in real, high-pressure moments. The core claim stayed intact; how each creator delivered it did not. That’s the deliberate trade: control the message, release the execution, and let platform-native instinct do the work paid ads can’t.

What we did

Selected creators as distribution nodes, not media placements. Each creator was chosen because they understood their platform and their audience, so the “3x stronger” message arrived through real-life, high-pressure moments with a humorous twist, not a script. Authenticity here wasn’t a tone; it was the mechanism that drove engagement and made the claim credible.

Engineered a cross-channel distribution model. Organic and paid worked together across TikTok and Instagram. Creator-led content was paired with brand-led assets so each reinforced the other, and everything was tailored to the platform it ran on rather than recut from a single master. Creator storytelling carried the credibility; paid media carried the scale.

@andythesk What’s your biggest insecurity at the gym? 💪🤷‍♂️ #RexonaClinicalAus #DontSweatIt #Anxiety #Sweat #Ad @rexonaau ♬ original sound – Andy The Sk

The outcome: ad recall well beyond benchmark

A TikTok Brand Lift study confirmed the impact across ad recall, awareness and brand association. The numbers held up where it mattered most: recall, the metric that predicts whether a claim sticks.

TikTok

Instagram

Ad recall at 8.3x against a 4.8x benchmark isn’t a rounding error. It’s the difference between a claim that’s seen and a claim that’s remembered. Pairing authentic creator content with strategic media spend drove the brand recall and consideration Rexona was after, clearing the campaign benchmarks on the metrics that move purchase intent.

Why authentic creator content outperformed

The lesson isn’t “authenticity works”. Every brand says that. It’s that authenticity is structural. By giving creators room to express the claim in their own register, Rexona reached audiences through everyday moments they actually recognised, and a “3x stronger” line became a story rather than a slogan. Engineer that across the right creators and the right channels, and recall compounds.

What the brand had to say

Amy Doss, Marketing Manager for Rexona, on the work:

“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.”

FAQs

What results did the Rexona Clinical creator campaign deliver?

On TikTok, 10 creators drove 4.1M+ views with 8.3x ad recall (against a 4.8x benchmark), 3.6x awareness and 5.1x brand association. On Instagram, 14 creators produced a 6.2% organic engagement rate and 8.46M+ paid impressions. The results were verified by a TikTok Brand Lift study.

Why did authentic creator content work for a deodorant claim?

Because the audience was sceptical of brand messaging but receptive to people they recognised. Giving creators full creative freedom let the “3x stronger” claim land inside real, high-pressure moments, credibility paid media alone can’t manufacture.

How does Vamp approach creator-led campaigns like this?

We design the system, not just the assets: selecting creators for genuine platform fit, structuring creative freedom around a fixed core message, and engineering organic and paid to compound across channels.

What’s next: turning one strong result into an always-on advantage

A single campaign that beats benchmark is a proof point. The bigger opportunity is making creator-led performance repeatable, a system Rexona, or any brand, can run again with sharper targeting and compounding returns. That’s the work we do: Vamp is a tech-enabled influencer marketing agency that designs creator-led growth systems and engineers them for measurable performance. Talk to us.

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