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
‘The net is tightening’ on AI scraping: Annotated Q&A with Financial Times’ head of global public policy and platform strategy
Matt Rogerson, FT’s director of global public policy and platform strategy, believes 2026 will bring a kind of reset as big tech companies alter their stance on AI licensing to avoid future legal risk.
Future starts to sharpen its AI search visibility playbook
Future is boosting AI search citations and mentions with a tool called Future Optic, and offering the product to branded content clients.
Digiday’s extensive guide to what’s in and out for creators in 2026
With AI-generated content flooding social media platforms, embracing the messiness and imperfection of being human will help creators stand out in the spreading sea of slapdash slop.