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: AXEAdvertiser: GorillaCountry: 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 use both products together - the way they were designed to be used.

The human problem behind this is that with much of our target audience (Guys 18-25) into gaming and insta, we were not landing our comms in the best way on platforms where our guys were hanging out.

Our job was product education. We'd...

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