Case Study: Rexona achieves brand-safe TikTok reach and awareness with Zefr

Rexona achieves 99.9% brand safety with Zefr on TikTok

Rexona, a leading deodorant brand from Unilever in Brazil, faced the challenge of connecting with new audiences on TikTok for its "Rexona Dance Sem Parar" campaign while ensuring its ads appeared alongside content that aligned with its core brand values. To achieve this, they partnered with vendor Zefr to measure and verify their media adjacencies.

Zefr implemented its post-bid campaign measurement offering, powered by its Cognition AI technology, to verify the campaign's brand safety and suitability. This solution provided Rexona with powerful insights and ensured its ads ran in a brand-suitable environment. The results were highly successful, achieving a 99.9% brand safety rating, over 118.9 million views, and significant lifts in key metrics including a 14.9% increase in ad recall.

Rexona