AXE Deo: AI Multiscreen Behavioral Targeting System

Cathy Yang, Bada Liao and Eric Yang

Campaign details

Brand: AXE Deo
Brand owner: Unilever
Lead agency 1: PHD Taiwan
Contributing agency 1: Appier Taiwan
Contributing agency 2: Vpon Taiwan
Country: Taiwan
Industries: Deodorants, anti-perspirants
Channels used: Mobile & apps, Online display, Online video, Programmatic display
Budget: Up to 500k

Executive summary

The overall penetration of the male deodorant category in Taiwan market sits at 19%. To change men's grooming habits has never been an easy thing; it requires a prolonged engagement strategy.

Due to budget constraints and with a mission to reverse ROI to positive, when launching AXE Body Spray, we turned away from the conventional media investment approach like most of FMCG brands as that would result in spreading our media dollars too thinly.