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

Publishers weigh generative AI’s pros and cons during the Digiday Publishing Summit
The publishers who attended DPS were focused on the potential upsides of applying the technology to their operations while guarding against the downsides.

ChatGPT’s latest update fuels publishers’ concerns about AI chatbots siphoning traffic
Now that ChatGPT users can surf the internet for information, some publishers are reconsidering the weight of the issue.

AI Briefing: Celebrity bots, ChatGPT gets new senses, and more
As Meta makes celebrity-like chatbots, ChatGPT learned to “hear,” “see” and “speak” while Spotify is piloting AI-translated podcasts.