Campaign details

Brand: Axe
Brand owner: Unilever
Lead agency: Initiative
Country: Russian Federation
Industries: Deodorants, anti-perspirants
Media channels: Mobile & apps, Online display, Online video, Television
Budget: 500k - 1 million

Executive summary

In this campaign (which ran May–August 2018), male personal care brand Axe's goal was to communicate with real shoppers for male deodorants to cover not just current product users but those consumers that make purchase decisions right in front of the store shelves.

To meet this challenge, we used an agency technological solution: Aizek. Aizek uses artificial intelligence, based on machine-learning algorithms, and has the capability to consolidate sales data with media consumption data, to optimise placements on TV and the internet in real time, and granularly purchase ad inventory. This technology helped us build a segment of male deodorant shoppers, plan media placement on the appropriate segment, optimise videos on TV and the internet, and buy the necessary ad spots.