Challege
Rexona has always encouraged people to keep moving. As a brand built around movement, confidence, and daily activity, Rexona believes that everyone should have the opportunity to move freely and actively. However, in reality, movement is not experienced equally by everyone.
For many people with disabilities in Indonesia, moving from one place to another can still be a daily challenge. Limited access, lack of mobility support, and social barriers often make it harder for them to participate fully in everyday activities. This creates a gap between the message of “keep moving” and the reality faced by people who need more support to move comfortably and independently.
Rexona wanted to take a more meaningful role in this issue. The brand did not want movement to be seen only as something for people who are physically able. Instead, Rexona wanted to show that movement belongs to everyone, including people with disabilities.
The challenge was to create a CSR movement that could involve the public, encourage participation, and create real impact for people with disabilities. Rexona needed a campaign that was not only inspiring, but also actionable. It had to invite people to contribute in a simple way while connecting naturally to the brand’s core belief in movement.
The brand also needed to make the campaign feel inclusive. It was important to avoid making the issue feel distant or passive. Instead of asking people only to donate or show sympathy, Rexona wanted to turn everyday movement into a collective action that could help others move more easily.
The main challenge was clear: how could Rexona transform movement into a shared act of support, where every step taken by the public could help create better mobility for people with disabilities?
Strategy
Redcomm developed the campaign #GerakTakTerbatas, which means “Unlimited Moves”. The idea was built around a simple but powerful belief: every movement counts. By turning daily steps into a meaningful contribution, the campaign allowed people to support accessibility through something they already do every day.
The strategy connected Rexona’s brand purpose with a real social need. Instead of only communicating that Rexona supports movement, the campaign created a system where movement could directly contribute to helping people with disabilities. This made the brand message more tangible, participatory, and impactful.
To make participation easy, the campaign used the Gerak by Rexona application. People were invited to count their steps through the app, and the accumulated steps would be converted into wheelchair donations for people with disabilities. This turned the campaign into a movement that anyone could join, regardless of fitness level, location, or lifestyle.
The strategy was also designed to build emotional and social participation. By showing that small daily actions could create a larger impact, the campaign encouraged people to feel that they were part of something bigger. Walking, running, or simply moving throughout the day became more than a personal activity. It became a way to help others gain mobility.
The campaign message also helped shift the meaning of the movement. Movement was no longer only about personal freshness, activity, or confidence. Through #GerakTakTerbatas, movement became a symbol of inclusion, support, and collective progress.
By combining digital participation, CSR impact, and a strong inclusive message, Rexona was able to create a campaign that was deeply connected to the brand while addressing a meaningful social issue.
Execution
The campaign was executed through the launch of #GerakTakTerbatas, a movement that invited Indonesians to count their daily steps using the Gerak by Rexona application. Every step collected through the app became part of a larger goal: helping provide wheelchairs for people with disabilities.
The execution made participation simple and accessible. People did not need to join a special event or make a direct financial donation. They only needed to move and count their steps. This helped lower the barrier to participation and made the campaign feel easy to join in everyday life.
The campaign used digital communication to invite more people to take part. Through social media, online content, and campaign messaging, Rexona encouraged the public to see their daily movement as something meaningful. The message reminded people that movement should not be limited to certain groups, and that everyone could help create more inclusive mobility.
The campaign also created a strong connection between personal action and social impact. Participants could see that their steps were not only numbers in an app, but part of a collective effort to support people with disabilities. This helped make the campaign more motivating and emotionally relevant.
Visually, the campaign highlighted movement, energy, and inclusivity. The communication featured people from different backgrounds, including people with disabilities, to show that movement is universal. This helped reinforce the campaign’s message that everyone deserves the opportunity to move.
The use of the app also gave the campaign a measurable and interactive layer. It allowed Rexona to track participation, collect steps, and create a clear conversion between public movement and wheelchair donations. This made the campaign feel transparent and result-driven.
Beyond digital participation, the campaign worked as a brand experience that connected Rexona’s purpose with real-world impact. It showed that the brand was not only talking about movement, but actively helping more people experience it.
By turning everyday steps into a collective contribution, #GerakTakTerbatas made social impact feel personal, simple, and achievable. It created a way for people to support accessibility through an action that was already part of their daily routine.
Result
The #GerakTakTerbatas campaign delivered strong results across business, digital performance, public participation, and social impact. By connecting movement with accessibility, Rexona was able to create a campaign that was both meaningful and measurable.
The campaign achieved 20% ROI, which was 5 times higher than a normal campaign. This showed that the idea was not only socially relevant, but also effective in delivering strong business performance for the brand.
In terms of reach, the campaign generated 24.5 million reach and 91.5 million impressions. These numbers showed that the campaign successfully gained wide visibility and brought the accessibility message to a large audience across Indonesia.
The campaign also generated significant PR value, achieving 2.3 million WUR, recorded as Rexona’s biggest ever PR value. This reflected the strength of the campaign as a story that was not only brand-driven, but also socially meaningful and newsworthy.
On social media, the campaign created strong conversation with more than 6,000 tweets. This showed that people were not only aware of the campaign, but were also willing to talk about it, share it, and participate in the movement.
The Gerak by Rexona application also showed strong performance, reaching 160,000 downloads with a 4.0-star rating. This proved that the digital participation mechanism was able to attract users and encourage people to join the movement through the app.
Most importantly, the campaign collected 130 million steps from participants. These accumulated steps became the core of the campaign’s impact, as they were converted into wheelchair support for people with disabilities. The campaign also contributed to a 21% increase in daily steps, showing that it successfully encouraged people to move more while supporting a meaningful cause.
Overall, #GerakTakTerbatas demonstrated how a brand purpose can become a real movement when it is translated into simple public participation. Rexona did not only encourage people to move for themselves. It invited people to move so others could move more freely too.
This case study shows how a CSR campaign can connect brand relevance, digital engagement, and social impact in one integrated idea. Through #GerakTakTerbatas, Rexona turned movement into a collective force for accessibility, proving that every step can help create a more inclusive world.
