With Thailand’s First YouTube Masthead Live-Stream, Rexona Men Breaks World Records

To build brand awareness, deodorant brand Rexona Men live-streamed slackliner Andy Lewis’ world record-breaking event via YouTube Masthead—a first in Thailand. Subsequently releasing a series of videos supported by YouTube in-stream and in-display ads, the campaign earned 5 million views.

GOALS

  • Launch Rexona Men in the Thai market and obtain mass reach
  • Build brand awareness among males
  • Engage audiences through video content and maintain momentum after the launch

APPROACH

  • Created an emotionally engaging video from a world record-breaking slacklining event
  • Maintained the momentum of audiences’ interests by remarketing to those who watched the tent-pole video and encouraging them to revisit the channel and watch the “Making of” video
  • Promoted all videos with TrueView in-stream and TrueView in-display ads

RESULTS

  • 5 million combined views on all videos uploaded to channel
  • 300,000 view sessions for the two-hour live-stream on YouTube Masthead
  • 6,000 subscribers acquired within one month and still growing
  • 80% of viewers are male
  • Average watch time of 1 minute 44 seconds, 3X longer than 30-second TVC

The Rexona brand is no stranger to Thailand’s general deodorant market. In 2014, Rexona saw an opportunity to expand its Thai product line to include a men’s antiperspirant by introducing Rexona Men to Thai consumers for the first time.

Rexona Men’s core value proposition is that it’s long-lasting, which is embodied in its brand promise: “Keep working while others stop.” The brand wanted to develop a campaign for its new antiperspirant that encouraged men to persevere in their favorite activities.

Realizing the importance of first impressions, Rexona Men wanted to wow consumers from the start. It needed something unique and surprising to stand out from competitors while demonstrating the brand’s attitude—a concept consumers could grasp quickly. Rexona Men found its inspiration in Andy Lewis, a famous slackliner known for breaking world records—often his own.

The result was a three-minute tent-pole video that begins with Lewis lying on his back on a single cable strung hundreds of meters above the ground between two skyscrapers in downtown Bangkok. On the verge of giving up, he summons his courage and swings up the sling cable, breaking yet another world record by walking 169 meters.

Slacklining as an activity and, particularly, Lewis’ ongoing prowess, were both perfect representations of Rexona Men’s brand attitude: a spirit of relentless effort, persevering until a goal is achieved. The campaign tells a story of inspiration, driving home the brand message of constantly working toward goals, regardless of difficulty.

YouTube helps Rexona Men cross the digital chasm

While traditional brand campaigns often treat digital media as an add-on, Rexona Men’s campaign started with a core online component—live-streaming Lewis’ world record-breaking effort—then moved to offline execution and media deployment.

Knowing it had a killer idea for content, Rexona Men then looked for the most effective channel to carry its message to urban men.

“YouTube was the first and only choice for this task. YouTube is the biggest and easiest video platform available, with a high share of target consumers’ media attention. YouTube provides a user-friendly vehicle to seamlessly carry our series of stories to consumers. Finally, YouTube is where urban men are, allowing brands to reach them effortlessly,” says Parawat Pattaraputiset, Brand Manager of men’s deodorant at Unilever Thai Trading Limited.

With YouTube as the campaign’s cornerstone, Rexona Men planned the rest of the execution to create momentum:

  • Promoted video teaser on YouTube Masthead
    The teaser invited audiences to watch the live broadcast of the world record-breaking slacklining event, right on the Masthead.
  • Live-streamed on a youtube.co.th Masthead
    Rexona approached YouTube Thailand for ideas on how it could distinguish the brand on the platform. Together they decided to live-stream via the youtube.co.th Masthead, making Rexona Men the first brand in Thailand to deploy this feature. Broadcasting via the Masthead let consumers access the live-stream easily. Audiences naturally flowed in via the YouTube homepage, ensuring communication with consumers was simple and straightforward.
  • Boosted video reach with TrueView in-stream and TrueView in-display ads
    After the successful event and live broadcast, Rexona Men produced an inspirational background story about Lewis, filmed at the event, as the tent-pole video. To complete the campaign series and maintain public interest, the brand subsequently released a “making-of” video. Both videos were able to access a wider audience because of TrueView in-stream and TrueView in-display ads.
  • Collaborated with online influencers
    Rexona Men worked with SpokeDark TV, a popular online show with a large male following, to publicize the campaign and video. Online buzz was supplemented with a traditional 30-second broadcast TV spot teasing the video and directing viewers to the longer YouTube video.

Campaign sets a new benchmark for fellow brands

This holistic planning approach turned out to be richly rewarding. Rexona Men earned 5 million combined views across all channel, with the tent-pole video alone commanding almost 3 million views.

On just the first day, Rexona Men’s new YouTube channel converted almost 2,000 casual viewers into subscribers. And despite its pioneering status as the first live-streaming YouTube event in Thailand, almost 300,000 view sessions were logged during the two-hour broadcast.

Feedback from the audience was also encouraging. Most comments showed that viewers understood the brand message. Even more, they explicitly displayed their appreciation for the brand and even for the ad itself.

  • “At first when I thought it was an ad, I was about to skip it. But I liked the music so I stuck on till the end. Now I really like it so much that I keep watching it over and over again.”
  • “Thank you for such an encouraging message. It’s what I needed most now that I am so down.”
  • “Thank you for showing me how to win over my own fear.”

YouTube brings the brand to consumers

“YouTube brings us closer to our consumers. It’s as if an invisible wall has been destroyed and we can walk right through into the consumers’ mind. We know exactly what the audiences think about our brand and ad in real time, enabling us to optimize our next move in a very efficient way,” says Saowarat Opasayanont, Marketing Director of Deodorant and Digital Brand Building at Unilever Thai Trading Limited.

Staying true to it’s brand message of “Keep working while others stop,” Rexona Men continues to strive for more. It plans to deploy YouTube in its next major campaign, with Google Thailand to help with training, updating trends, and guiding the brand on other tactical approaches.

“YouTube was the first and only choice for this task. YouTube is the biggest and easiest video platform available, with a high share of target consumers’ media attention. YouTube provides a user-friendly vehicle to seamlessly carry our series of stories to consumers. Finally, YouTube is where urban men are, allowing brands to reach them effortlessly,” says Parawat Pattaraputiset, Brand Manager of men’s deodorant at Unilever Thai Trading Limited.

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