Unilever Indonesia/AXE: Axelerate Find Your Magic

This case study details how AXE, a men's fragrance brand, inspired men in Indonesia to embrace individuality through its 'Find Your Magic' campaign, which celebrates the journeys of three Indonesian men.

Campaign details

Brand: Unilever Indonesia/AxeLead agency: Mindshare IndonesiaRegion: APAC

Objectives

The campaign objective was to strengthen brand awareness in Indonesia without launching a new innovation and grow market share.

AXE has appealed to men in the past because of THE AXE EFFECT giving guys the edge in the seduction game, where women seem to find them more interesting and attractive when they smell great. Today, AXE is intent to speak directly to men for them to look and feel their best, and find their own magic.

Unfortunately, in a collective & patriarchal society like Indonesia,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands