AXE: Find Your Magic

This case study describes how deodorant brand AXE used WhatsApp to communicate with young Millennial men in Ecuador.

AXE: Find Your Magic

Vicente Caceres

Campaign details

Brand: AXEBrand owner: Unilever EcuadorLead agency: Initiative EcuadorContributing agencies: Agency ParadaisCountry: EcuadorIndustry: Deodorants, anti-perspirantsChannels used: Direct marketing, Mobile & apps, Newspapers, Online display, Public relations, Radio, Social media, TelevisionBudget: Up to 500k

Executive summary

AXE is the number-one deodorant brand for men in Latin America, with a focus on helping young men to look, feel, and act in the most attractive way possible, in their surrounding environment.

Taking this background into consideration, we saw an opportunity to...

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