Campaign details
Brand: AXEBrand owner: UnileverLead agency: Initiative MoscowCountry: Russian FederationIndustries: Deodorants, anti-perspirantsMedia channels: Content marketing, Games & competitions, Online display, Online video, Other & ambient media, Outdoor, out-of-home, Search marketing, Social media, Websites & microsites, Word of mouth, advocacy
Executive Summary
AXE is a deodorant typically marketed towards the young male demographic. We recently launched a new product targeted for a more mature audience to widen our brand penetration in the market. To establish an effective communication with this new targeted clientele, we needed a focused and valuable strategy, based...