#MoveItWithRexona is an initiative that was sparked during MCO in line with the brand’s global direction to #MoveMoreAtHome.
We worked with Malaysia’s most prolific fitness instructors, Nana Al Haleq and Faiz Ariffin who curated a series of 10 minutes workout routines that helped Malaysians to get up on their feet and #MoveMoreAtHome with Rexona.
CLIENT | Rexona
OUR SERVICES
- Communications Strategy
- Content Development
- Influencer Engagement
- Social Media Content & Management
- Video Editing & Production
THE BRIEF
Rexona believe that the more you move, the more you live. With the recent implementation of the Movement Control Order (MCO) in Malaysia, resulting in the closure of public spaces to ensure that Malaysians #StayAtHome.
During this period of time, Rexona Malaysia’s aim was to champion movement at home, encouraging Malaysians to #MoveMoreAtHome in order to stay active physically and mentally whilst in quarantine.
INSIGHTS
Understanding the void that its fans were facing and the brands’ passion to keep connecting with fans to move in a real way during the movement control order.
However, while the online fitness scene was a hit with a flurry of workouts during the MCO period, not all citizens have the same fitness level nor do they all have an established workout routine. How can we encourage our fans to start moving and eventually #MoveItWithRexona?
OUR OBJECTIVES
To create engaging social media content that encourages Malaysians to #MoveItWithRexona during the MCO period.
OUR STRATEGY
With the question of “how can we encourage our fans to start moving?” in mind, we created a series of workout videos suitable for all fitness levels to encourage our fans to take the very first step to start moving at the comfort of their own with Rexona.
THE IDEA
#MoveItWithRexona
A 7-day workout challenge hosted on Rexona Malaysia’s IGTV and Youtube channel in collaboration with fitness instructors, Nana Al Haleq and Faiz Ariffin who curated a series of 10-minute workout routines that helped Malaysians to get up on their feet and #MoveItWithRexona
Launched on April 6th 2020, the campaign is an ongoing digital activation by Rexona Malaysia to encourage Malaysians to get up on their feet and get moving, even if it’s only for 10 minutes a day.
DELIVERY
7 Days Workout Bingo Challenge
We teamed up with fitness instructors Nana Al Haleq (@nanaalhaleq) and Faiz Ariffin (@faizzariffin) to challenge our fans to take up a #7DayChallenge with a specially curated 10 minutes daily workout mini-series on Rexona Malaysia’s IGTV and Youtube channel.
The #7DayChallenge includes a variety of workouts targeting different parts of the body such as core, arms, and abs, to name a few, that are fun and easily achievable, even for beginners.
Consumers who finished the challenge were each rewarded a year’s supply of Rexona products and RM200 worth of #MoveItWithRexona workout gear.
#MoveMoreAtHome with Rexona
In order to keep the momentum going, Rexona engaged influencers to champion the #7DayChallenge with their followers thereby encouraging even more Malaysians to keep moving at home.
Participants who completed the challenge were awarded RM200 worth of #MoveItWithRexona workout gear.
Mad Hat Studio: Social Media Video Editing
To circumvene the issue of producing workout videos remotely, Mad Hat Studio stepped in to brief each of the fitness instructors Nana Al Haleq and Faiz Ariffin on engagement, ideal camera angles, settings and lighting. Raw videos were shared daily and edited to ensure the videos were succinct and engaging by including animation, step by step routine and timers.
The videos were edited daily in order to make it for the next day’s posting which would go live at 12pm.
EXPLORE HOW WE CAN GET MAD TO BRING YOUR BRAND TO LIFE