Axe: Do It Dude!

This social media campaign was developed by Axe deodorant to increase the level of active engagement of its fans in Thailand.

Axe: Do It Dude!

Massimiliano la Franca

Campaign details

Brand owner: UnileverAgency: Lowe – OpenBrand: AxeCountry: ThailandChannels used: Online video, Social mediaMedia budget: Up to 500k

Executive summary

This is about 'Do It Dude', a unique social media campaign developed by Axe to increase the level of active engagement of its fans, both online and offline.

The objective is to demonstrate how an already-famous and loved brand can further involve its consumers through social media by giving them something fun and meaningful to do.

Axe 'Do It Dude' proves...

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