AXE: Artificial intelligence and targeting real deoderant shoppers

Male personal care brand Axe used AI in Russia to retarget its ads and communicate with the real deodorant shoppers.

Campaign details

Brand: AxeBrand owner: UnileverLead agency: InitiativeCountry: Russian FederationIndustries: Deodorants, anti-perspirantsMedia channels: Mobile & apps, Online display, Online video, TelevisionBudget: 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...

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