Unilever Rus: AXE Cybersport

Axe, a brand of male grooming products, grew its market share in Russia by sponsoring a Russian cybersports team to connect with young men.

Campaign details

Agency: Initiative Country: Russia

The Summary Statement

The objective was to grow market share leveraging the new global platform "find you magic". Young audience is not the loyal one. So we needed to find them and become a part of their lives. Communication was directed to young men who are still looking for their uniqueness. Many of youngsters are hiding in the world of games. As a result, cybersport is the most growing trend nowadays. AXE dared to be the first personal care brand to play on this territory in Russia. We followed users everywhere in...

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