Socially-led creative agency We Are Social has launched leading detranspirant brand EtiaXil in KSA and the UAE, introducing the brand’s clinically-proven solution to excessive sweating to a new, regional audience—driving brand awareness and credibility from day one.
The launch campaign, “It Sounds Like It Works, Because It Does”, plays on EtiaXil’s scientific-sounding name to showcase its efficacy at stopping sweat at its source, featuring characters in unlikely, yet sweaty scenarios, such as sitting in a sauna in a full thobe, but without breaking a single sweat.
For the launch campaign, We Are Social has taken its innovative approach to new heights by utilizing AI-generated. We Are Social developed all creative assets, including POSM, and produced a catchy TikTok-first song and dance to bring EtiaXil’s benefits to life in a culturally relevant, modern format.
The campaign, which will run for six months across KSA and UAE, was executed across Instagram, TikTok and YouTube, in-store point of sale educational displays in pharmacies and retail, as well as programmatic ads and contextual placements.
This will be supported by eight TikTok influencers in KSA to localize the message and drive authentic engagement. Their participation will help amplify the original track and dance created for the campaign, positioning EtiaXil in a culturally relevant, entertaining way.
Media buying is managed by Etisalat Information Services, with performance tracked through reach against a targeted consumer segment and video views.
