Watsons Malaysia Rexona
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Leveraging an O+O strategy, Rexona partnered with Watsons to deliver a full funnel FIFA themed campaign centered around a store takeover at Watsons Sunway Pyramid, one of the highest traffic location. A seamless consumer journey from discovery to purchase.
Objective
To create brand association between Rexona and FIFA by delievering a seamless full funnel shopper journey within Watsons ecosytem from digital appearance to store visibility.
Strategy
Rexona leveraged the excitement and global appeal of FIFA to create a high impact omnichannel campaign within Watsons.
FIFA Theme & Physical Retail Dominance
Strategy: Event led Retail Marketing & Shopper Activation
Dominating the physical store environment by using a globally recognized theme (FIFA) to capture attention, drive foot traffic, and turn passive shoppers into active participants.
Seamless O+O Integration
Strategy: Data-Driven Digital Acquisition & Platform Optimization
Reaching high-intent consumers online and routing them efficiently to retail touchpoints (both digital and physical).
Execution
Extended the campaign beyond the physical store through Watsons’ O+O ecosystem, creating a seamless shopper journey from awareness to conversion.
Offline
Store Takeover: FIFA themed creative deployed across key shopper touchpoints
Gondola End: Strengthen product visibility
Activations: Interactive football themed engagement activities
Exclusive GWP: Rewards to encourage participation and drive purchase conversion.
In-store digital screens: Rexona FIFA campaign creatives to increase awareness and brand recall.
Online
CPAS + Audience Targeting: Reach high intent shoppers with personalized ads to drive product consideration and store conversion.
Social Media Seeding: Leverage on multiple social media platforms to generate authentic content and engagement organically.
App & Web: Create retention and drive sales using own platform inventories
Amplify the excitement of FIFA through an integrated O+O strategy, Rexona transformed brand engagement into a full-funnel success story.
Results
+10.2% Store Sales Growth
+14.2% Category Growth
Top #3 Men’s Grooming Care Brand
94% Offline Sales Contribution
Conclusion
The Rexona FIFA campaign showcased how a strategically integrated O+O approach can turn cultural relevance into stronger brand performance, shopper engagement, and retail growth.
The campaign demonstrated the effectiveness of a full-funnel O+O strategy in driving awareness, influencing purchase decisions, and reinforcing Rexona’s brand position within the Men’s Grooming category.