People scroll Instagram and TikTok for moments that make them feel, not for ads. Rexona has seen that authentic, culturally in-tune content during tournaments like WAFCON and the UEFA Women’s EUROs cuts through harder than any big production ever could, argues Em Heath, Brand Director for Rexona. 

People don’t open Instagram or TikTok to watch ads. They come for moments that make them feel something - to laugh, to relate, to be inspired. The content that truly lands on social media connects on a human level, even if it’s promoting a brand.

At Rexona, we’ve seen that first-hand during major tournaments like WAFCON and the UEFA Women’s EUROs. The ideas that cut through aren’t necessarily the biggest productions - they’re the ones that feel effortless, relevant, and in tune with the cultural moment.

Stories You Want to Watch

During this past summer’s UEFA Women’s EUROs, we shared a Rexona Instagram Reel featuring football creator Samantha Jayde Miller and England goalkeeper Mary Earps in a playful “goalie swap.” Mary stepped out from behind the net to take shots on goal, while Samantha pulled on the gloves.

The Reel outperformed our paid content at the time because it didn’t feel out of place in people’s feeds - it was fun and offered a glimpse at Mary and Samatha’s personalities, making it worth stopping for. It was still promotional, but it offered entertainment first and branded messaging second.

That same thinking shaped our work for WAFCON, where we collaborated with players and creators across markets to bring fans closer to the experience. Instead of pushing messages, we focused on the shared emotion of competition - tapping into what people already love about the game, instead of interrupting it.

Planning for Agility

To move at the pace of live sport, we focused on real-time storytelling this summer. Ahead of key tournaments, we brought together creative teams, ambassadors, and key stakeholders to plan how we could stay responsive as the action unfolded. By preparing in advance, we had the flexibility to focus on the moments that mattered most - the unpredictable, emotional flashes that define live sport.

When England reached the semi-final in the EUROs, we were able to share a celebration clip within hours that matched the energy of fans across the country. And when Lucy Bronze went head-to-head with Alexia Putellas later in the tournament, we jumped in again with a side-by-side post that tapped straight into the fan conversation.

A big part of this approach came from its collaborative foundation. By planning our social approach ahead of tournaments and identifying the right creators early, we were able to build real understanding - what resonates with their audiences and how our stories could overlap naturally. That led to a suite of creator-led pieces, from pub-side vox pops with fans about matchday rituals with @groundhopper_fc, to a playful 20 Questions with Lucy Bronze video created with VERSUS.

This approach showed that careful planning creates the space for agility. By setting clear foundations early, brands can give creators the freedom to interpret, play, and connect - leading to content that feels natural in people’s feeds and lands with more power than any polished ad.

The Road to 2026  

Next year’s FIFA Men’s World Cup will be the next big test. We’re evolving this approach for a global stage - connecting creators, players, and fans across continents, each bringing their own voice and perspective.

The goal stays the same: to keep the brand moving at the pace of the game and in step with the conversation. On social, authenticity will always beat advertising. When brands create with people, not at them, content feels natural - something people actually want to watch - and that’s when you’ve truly earned your place in the feed.

Em will be writing for MAD//Insight throughout the year.