AXE: Integrated O2O campaign initiative

Printed from WARC

4 min read

MMA Smarties, Silver, Indonesia, 2019

SUMMARY
Male grooming brand Axe joined with social media, transport and retail partners to create the
brand's rst integrated online to o ine campaign to launch a new range to young men in
Indonesia.
With more than 50% of Indonesia's population having access to the internet and spending, on
average, more than eight hours a day on it, Axe recognised the need to transform itself into a digital-
rst brand.

Axe was seen by millennials as an inspiring brand that was close to their hearts and Axe aimed to
build on this by positioning itself as a brand to take the pressure to be perfect o them.

It partnered with Alfamart, ride-hailing app Gojek, and social media in uencer network Dagelan Army
to share mobile- rst video content linked to a discount promotion.

The campaign achieved 63 million impressions and sales grew by 7%.

Campaign details

Brand: Unilever / AXE

Lead agency: Mindshare Indonesia
Country: Indonesia

Strategy

Objective
The speed of digital growth and adaptation in Indonesia is
unquestionable. The Ministry of Communication and Information
predicts digital business to account for 12% of the country's GDP in 2020
and indeed Morgan Stanley also estimated that Indonesia's digital
transaction will reach US$ 50 billion value by 2027. With more than 50%
of its population having access to the internet and average time spent of
excess of 8 hours / day, Axe understands how important it is to transform
itself to become a digital rst brand.

Having consistently been communicating and touching the hearts of the

Indonesian youth for the last 20 years, Axe is seen to the millennials as a
brand that is inspiring and close to their hearts. In a society that depicts
being Ganteng as becoming masculine, having six pack abs, and full-grown
beard, Axe as a male grooming brand wants to help ease the pressure for
guys to be comfortable with who they are.

As part of the launch of its Masterbrand complete grooming range, Axe

partnered up with some of the country's leading players in the country's
rapid digitalization across di erent industries: retail with Alfamart, online
transportation with Gojek, and social media with Dagelan Army to
develop the rst integrated O2O campaign the brand has ever seen to help
young Indonesian men be Ganteng in their own ways (Ganteng Cara
Gue).

Target Audience

Millennials and early grown up man. from high school student, college,
and the rst jobber (male 15 – 25 years old).

Creative Strategy
Axe understands that the way to the young millennial male's heart is
through highly relevant content delivered in a light and easy manner,
which fueled the reason why Axe decided to link up with Dimas Djay, one
of the country's leading and famously eccentric advertising and music
video directors. Riding the general election momentum, Axe developed a
short movie which encapsulates the election spirit in a much more
contextualized way, spicing it up with cheesy "receh" jokes and a deep
sense of nationalism spread evenly throughout its storyline. Axe also took
the same approach to connect with its target audience on each of the
partner's platforms and boosted its virality through its in uencer network.
Axe smartly adjusted its content plan to follow tentpole calendar and
seasonality as the campaign execution coincided with two mega events of
the year: general election and festive, making them extremely pertinent
and relatable to its audience. All the content delivered was accompanied
by caption that encouraged its viewers to sign up to become part of
Axelerate universe member and in exchange, get a Rp 10,000 e-voucher
product discount to be redeemed at the nearest Alfamart.

Context

This is the rst time Axe has done an integrated O2O campaign at such
scale, involving various partners, high levels of complexity and requiring
long hours of preparation and highest adaptability during the campaign
running to cope with market dynamics.

Execution

Overall Campaign Execution

Built based on adaptability to the speed of digital world, all the campaign's
material was designed to be mobile- rst from the beginning. Starting from
pushing targeted SMS blast accompanied with UTM link which leads to
the campaign page and digital videos to utilizing Gojek's owned media
communications (inbox, push noti cations, and shu e cards) to spreading
campaign memes on social media, it's the mobile- rst mindset that was
exploited by the team.

Target audience was then further spoilt by chance of getting free samples
being distributed through Gocar's onboard vending mechanism (Go-Vend)
as well as 10,000 IDR e-voucher discount for all Axe product purchase in
any Alfamart nationwide for those who signed up to become members of
Axelerate universe.

The campaign itself was a great success, achieving and surpassing its
10,000 consumer's phone number target within the rst month.
Impression target was also surpassed by the end of the campaign with over
30 min average exposure per person through its placement on Gojek's
eet. The partnership with its in uencer network, Dagelan Army, yielded
more than 70 agile content being produced with high engagement rate
surpassing industry benchmark.

Mobile Execution

With 60% of the country's total internet tra c coming from mobile,
mobile is in the heart of Axe's campaign success. Everything delivered was
designed for and tested using mobile, resulting in majority of tra c to the
campaign page coming from mobile. Mobile was also used as a platform to
obtain users data. This information becomes essential as part of Axe's
insight generator for developing its future campaign

Read this article on warc.com to view the video

Business Impact (Results)

Context

Ultimately, AXE Absolute value sales grow by 7% in Men's grooming

category +7% (P6M vs. L6M) – data cuto April 2019

Evaluation

High view rate for a 7 – 12 min video campaign with 50% view rate
(industry benchmark = 30%)

Overall Reach: 63 million impression achieved

Average CTR: 8x higher vs benchmark (1.04%)

Average video views: 2:53 min

Number of recontactable data collected: 43,000 (vs 10,000 KPI)

Number of samples distributed: 25,000 product samples

Potential sales uplift: 200mio - 1bio IDR from e-voucher

distribution

Instagram engagement rate: 7% (7 times more than the industry

benchmark)

TOPICS
DEODORANTS, ANTI-PERSPIRANTS (http://ezproxy.svkm.ac.in:2233//search/Toiletries_cosmetics/Deodorants, anti-perspirants)
INDONESIA (http://ezproxy.svkm.ac.in:2233//search/Asia/Indonesia)

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