unilever (axe and dove ) case study
TRANSCRIPT
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TWO OF THE MOST SUCCESSFUL BRANDS UNDER UNILEVER
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AXE is the most popular male grooming brand in world and Unilever’s best seller
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CORE VALUES :- ASPIRATIONAL,UNORTHODOX, HORMONE DRIVEN AND LIGHTHEARTED TONE
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•AXE SUPERBOWL COMMERCIAL WAS VIEWED ON YOUTUBE MORE THAN 100 MILLION TIMES
•APPROACH THE MALE DOMINATED NETWORK SUCH AS MTV , ESPN , SPIKE AND COMEDY CENTRAL
•PARTNER WITH NBA AND NCAA
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THE AIM WAS TO INCORPORATE WOMEN OF ALL AGES , BODY TYPES, AND CELEBRATE THE BEAUTY
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1. Online marketing provide marketers with opportunity for greater interaction through search ads, display ads and emails
2. Social Media offers marketers the opportunity to have a public voice
3. Word-of-mouth finds a great way to engage customers4. Mobile marketing is increasingly important form of
interactive marketing which can be used via smart phones
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