Axe: Do It Dude!

Massimiliano la Franca

Campaign details

Brand owner: Unilever
Agency: Lowe – Open
Brand: Axe
Country: Thailand
Channels used: Online video, Social media
Media 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 that brands that want to be successful in social media must think beyond their products and focus on their role in people's lives.

Our biggest lesson was that for most people, the two words 'social media' consist of a 'big' social and a 'small' media.