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Axe
Axe Start His Journey

RAN IN: United States

CLIENT
Unilever

Suzanne Baker, Shopper Marketing Team Lead
Amanda Koval, Senior Shopper Marketing Manager
Margrette Benson, Associate Shopper Mareting Manager

AGENCY
Team Unilever Shopper *Lead Agency

Jenny Echeverri, Account Supervisor
Lei Duran, VP Strategy
Tara Rossi, VP Creative
Hailey Ray, Senior Account Executive
James Phillips, Group Creative Director


Geometry *Lead Agency


Mirum Shopper

Amy Korin, Director Social Media
Sal Bolanos, Creative Director


SUMMARY

Axe nationally targeted an older teen. At Walmart, this left a void for our core mom shopper and sales suffered as she felt Axe wasn’t right for her younger son just entering puberty. So, we did something radical, spoke directly to gatekeeper mom at Walmart with the objective of driving incremental sales. We used a targeted Omni-channel approach beating all benchmarks of engagement and more than doubling our sales growth goal. Axe and Walmart became the Walmart Mom’s trusted partners to Start His Journey.

CASE VIDEO


Hero Medium: SOCIAL MEDIA

Medium Featured On Video: SOCIAL MEDIA

Audience: Mothers

Objectives: Increase sales, volume

Type: Business to Consumer

Language: English