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
In Graphic Detail: The scale of the challenge facing publishers, politicians eager to damage Google’s adland dominance
Last year was a blowout ad revenue year for Google, despite challenges from several quarters.
Why Walmart is basically a tech company now
The retail giant joined the Nasdaq exchange, also home to technology companies like Amazon, in December.
The Athletic invests in live blogs, video to insulate sports coverage from AI scraping
As the Super Bowl and Winter Olympics collide, The Athletic is leaning into live blogs and video to keeps fans locked in, and AI bots at bay.