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