Axe/Lynx – UK dinner party: a real-time approach to measuring buzz

This paper discusses a campaign for Unilever's Axe/Lynx deodorant, which was specifically designed to spread word of mouth, and not just to use WOM as a small element of a bigger piece of activity.

Axe/Lynx – UK dinner party: a real-time approach to measuring buzz

WHY IS THIS ENTRY AWARD-WINNING?

This entry features a major campaign specifically designed to spread word of mouth, not just a small element of a bigger piece of activity. It recognises...

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