SABRE Awards, Gold, Marketing To Consumers (Existing Product), Africa, 2018
AXE, a male grooming products brand, launched the Find Your Magic campaign in South Africa to convince male consumers that it was an on-trend brand, whilst educating them on the products' fragrance and functionality.
Ruth Zohrer and Becky Power, Admap, May 2018, pp. 20-21
With so many fragmented data sets at their disposal, how do marketers know what’s worth exploring, what’s relevant to the brief, or what might contribute to the creative process? Two techniques for using data in creativity are ‘data-based creative’ and ‘creative use of data’.
SABRE Awards, North America, Marketing to Men, 2018
AXE, a men's grooming brand, used an earned-centric, social-by-design program to extend its Find Your Magic campaign in the US and improve its brand image by providing men with a recourse to confidently express themselves.
LONDON: Traditionally male brands such as Unilever’s Axe deodorant and Arcadia’s Topman retail chain have adopted a modern approach to masculinity in their marketing efforts, in contrast to the toxic masculinity that has damaged both ...
MMA Smarties, Gold, Global, Cross Mobile Integration, Gold, Indonesia, and Silver, APAC 2017
This case study details how AXE, a men's fragrance brand, inspired men in Indonesia to embrace individuality through its 'Find Your Magic' campaign, which celebrates the journeys of three Indonesian men.
Euromonitor Strategy Briefings, January 2017
This paper outlines the findings from Euromonitor International's Beauty survey, which drew from 1000 online consumers in 20 markets and concludes that the diversity of global beauty routines creates expansion opportunities.
Marie Maurer, Institute of Practitioners in Advertising, Silver, Best Dedication to Effectiveness - Unilever (The Simon Broadbent Prize), Best Commercial Effectiveness for Good (President's Prize), IPA Effectiveness Awards, 2016
This case study shows how Dove, a personal care brand, successfully translated a brand purpose campaign in the US into a sales increase.
Euromonitor Strategy Briefings, April 2016
This report discusses the future of the global luxury goods industry, including changes in key markets, the impact of luxury wearables and how brands are looking for more meaningful 'luxury experiences'.