Campaign details

Brand: Axe
Brand owner: Unilever
Lead agency: Initiative Media Russia
Country: Russian Federation
Industries: Deodorants, anti-perspirants
Media channels: Content marketing, Games & competitions, Online video, Sponsorship - sports
Budget: Up to 500k

Executive Summary

Axe is a well-established brand of deodorant for young men. The new global platform Find Your Magic was created to help youngsters appreciate their own uniqueness. The objective of this campaign was to grow market share by leveraging the new platform.

Cybersport is a big and growing trend. Axe dared to be the first personal care brand to play on this territory in Russia. We followed users everywhere in the cybersport ecosystem. We started with sponsorship of one of the best Russian cybersport teams: from branded uniforms to special content on vlogs.