AXE: What's your magic?

Axe, the deodorant brand, gave its consumers in Poland the opportunity to show people their hobbies in action which led to over 13 millio views for the brand.

Campaign details

Brand: AXEAdvertiser: UnileverAgency: DDB&tribal/Mindshare PolandCountry: Poland

Campaign Summary

We created a local campaign, during which we showed ordinary men with some extraordinary hobbies. Materials created as part of the "What's your magic?" campaign were watched over 13 million times. At the same time, the materials created by the vloggers from ABSTRA TV, which are popular among our target group, reached around 5 million views.

Objectives and Strategy

Axe defined attractiveness as great look and popularity among women. In 2015 the market share reached only 5.2% - consumers rejected AXE as they...

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