Case Study: Rexona increases product awareness among younger audiences with TikTok for Business

Increase product awareness and associate with the younger generation in Russia

Rexona, a leading Unilever deodorant and antiperspirant brand, wanted to launch a new summer product line for teens in Russia and build awareness in a way that would resonate with younger consumers. Working with TikTok for Business, Rexona needed a viral campaign that could connect the brand with a sporty, vibrant youth audience.

TikTok for Business helped Rexona run a Hashtag Challenge, #RexonaChallenge, led by influencer Kate Adushkina and supported by 16 influencers, branded music, and prizes to encourage participation. The campaign drove about 93 million video views in just 6 days, generated more than 156,000 user-created videos, and helped Rexona’s new TikTok business account gain over 14,000 followers.

Rexona