Campaign details

Brand: Axe
Brand owner: Unilever
Agency: Initiative
Country: Russian Federation
Industries: Deodorants, anti-perspirants
Media channels: Gaming & in-game advertising, Sponsorship - media
Budget: Up to 500k

Executive summary

This project aimed to increase sales on our e-commerce shop with the help of a further e-sports territory conquest. Partnering with Starladder provided us with standard branding options and also allowed for a unique native integration of promo codes right inside the game's graphics.

Market background and context

Axe is the number-one deodorant brand in Russia. It was aware that, although offline retail generates sales, it is not always easy to find all SKUs in retail stores, so the audience have to look for them in several locations. Sometimes their search does not succeed, which leads to disappointment. At the same time, e-commerce is actively developing, especially among young audiences.