AXE Deo: AI Multiscreen Behavioral Targeting System

This case study describes how AXE body spray used mobile behavioural data and multi-screen behaviour as a guide to capture its Taiwanese core target audience accurately, and serve them with relevant tailored messages to trigger their interest in the brand.

AXE Deo: AI Multiscreen Behavioral Targeting System

Cathy Yang, Bada Liao and Eric Yang

Campaign details

Brand: AXE DeoBrand owner: UnileverLead agency 1: PHD TaiwanContributing agency 1: Appier TaiwanContributing agency 2: Vpon TaiwanCountry: TaiwanIndustries: Deodorants, anti-perspirantsChannels used: Mobile & apps, Online display, Online video, Programmatic displayBudget: 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...

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