AXE: Level Up

AXE, a male grooming products brand, increased sales in South Africa by launching a gamified ad on Instagram Stories that allowed consumers to level-up their deodorant effect.

Campaign details

Brand: AXE Advertiser: Gorilla Country: South Africa

Strategy

Objective

Our consumers know we make antiperspirants and body sprays. But antiperspirant makes up only 9% of sales.

What they don't know is you get a better "axe effect" if you u

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