Facebook case study: Axe Poland lowers cost per reach by 73%

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Men’s grooming range Axe increased brand awareness with its empowering message of individuality and a cinematic video campaign for the small screen.

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Case study summary

• AXE global relaunch looks to reposition for “more mature” audience

• 6-week campaign on Facebook and Instagram, revolved around a cinematic video ad

• 94% of people who saw the campaign on Facebook were part of AXE’s new target audience

The challenge

One of the most iconic brands in the world, AXE has been making men’s grooming products for over 30 years. In 2016, the company undertook a ground-breaking brand relaunch.

Traditionally a brand associated with teens, AXE wanted to reposition itself globally towards a newer, slightly more mature audience while also launching 9 entirely new products.


The solution

To completely rebrand and change the sentiment around its established products, AXE refocused its messaging on an inspiring call to arms and individuality that encouraged young men in their late teens and early twenties to “find your magic”.

The 6-week campaign, which ran across Facebook and Instagram, revolved around a cinematic video ad that told audiences that “Nothing is more attractive than your individuality”. The campaign celebrated the more mature young man who is smart and understands his own value and ambitions.

The results

Facebook was a key component in this global campaign, delivering pinpoint accuracy: 94% of people who saw the campaign on Facebook were part of AXE’s new target audience of 17- to 30-year-old males.

The March–May 2016 campaign delivered some outstanding results for AXE:

• 7.4% increase in ad awareness
• 5.7% increase in message association
• 73% lower cost per reach vs other online channels

Marta Czarnecka, Head of Media Poland & Baltics, AXE, said: “Measuring the AXE campaign’s performance has shown us that Facebook and Instagram are the most precise channels with which to improve AXE’s brand perception among young men, proving a measurable impact on key performance indicators such as brand awareness and message association.”

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