Campaign details
Brand: AxeBrand owner: UnileverLead agencies: Unilever Philippines, Mindshare PhilippinesContributing agency: Facebook PhilippinesMarket: PhilippinesSector: Deodorants, anti-perspirantsMedia channels: Gaming & in-game advertising, Live streaming, Sales promotion, Social media, Sponsorship - media, Voice - chatbotsBudget: Up to 500k
Executive summary
Axe has always been one of the top five deodorant brands in the Philippines and averaged a share of market of 12% (across total deodorants) from 2019 all the way to early 2020.
However, due to the pandemic and the state of lockdown the country was...