Axe/Lynx – UK dinner party: a real-time approach to measuring buzz

This paper discusses a campaign for Unilever's Axe/Lynx deodorant, which was specifically designed to spread word of mouth, and not just to use WOM as a small element of a bigger piece of activity.

Axe/Lynx – UK dinner party: a real-time approach to measuring buzz

WHY IS THIS ENTRY AWARD-WINNING?

This entry features a major campaign specifically designed to spread word of mouth, not just a small element of a bigger piece of activity. It recognises the importance of WOM in the marketing mix from the outset, which is a brave move.

The campaign was extremely successful in engaging young guys who are notoriously difficult to appeal to, partly because they are lighter TV viewers but also because they are highly marketing literate.

Unilever and BBH recognised the importance of how the catchphrase, Bom...

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