Join us Sept. 14-16 in Miami to connect with top publishing leaders
AXE Leverages Contextual Video to Entertain Millions of Men Online
Client/Agency: Unilever AXE/Mindshare
Campaign: AXE Deodorant Body Spray: Context Everywhere
Campaign objective: Increase awareness and promote the AXE Deodorant Spray unleashing its branded entertainment videos through four different contextual media products: Vibrant Toolbar, Vibrant Image, Vibrant In-Text and Vibrant Display.
Contextual Strategy: Unilever partnered with Vibrant to launch a “Context Everywhere” program to distribute AXE video content across Vibrant’s full suite of contextual products to ensure maximum reach and engagement. The video campaign was precisely targeted within the entertainment, sports and male personal care web content.
Creative Execution: In line with AXE’s branded entertainment and social media strategy, a playful 15-second video was delivered and drove users to the branded Facebook page where they could watch more entertaining AXE videos and “like” AXE.
More in Media
Media Briefing: The post-traffic era of the open web is taking shape
The open web isn’t dead, but it is changing shape. Publishers are trading search-driven scale for stronger brands and diversified audiences.
USA Today Co. is reformatting content to attract more AI licensing deals
USA Today Co. is testing ways to reformat content for AI bots in a bid to attract licensing deals and unlock new revenue.
Walmart finally starts supporting Apple Pay and Google Pay
Walmart will begin to support contactless payment methods at select Walmart stores and Sam’s Club locations