AXE University Indonesia is a virtual university with the focus to educate Indonesian men on how to understand & communicate with women better and eventually provide them an edge in the dating game. Campaign video: https://youtu.be/ybT2qVBLtdA
In the end, AXE University Indonesia gained 30k enrolments (equal to 12% of the graduating population in Indonesia), more than 550K Visits on 60 days campaign period, and a total of 1.2 million minutes of branded content video consumed during campaign
All that effort translated into real business impact. By the end of the campaign, Axe gained 9.2 SOM, its highest SOM for the past two years, even higher than when there was a new product launch.
The campaign, which started as an experiment to address men’s needs, turned out to be an important initiative. Not only did it transform guys who needed help with their love life, but also transformed Axe declining sales on existing variants.
In Citra Pariwara 2014, AXE University Indonesia was awarded Silver for Best Use of Digital Media
In the end, AXE University Indonesia gained 30k enrolments (equal to 12% of the graduating population in Indonesia), more than 550K Visits on 60 days campaign period, and a total of 1.2 million minutes of branded content video consumed during campaign
All that effort translated into real business impact. By the end of the campaign, Axe gained 9.2 SOM, its highest SOM for the past two years, even higher than when there was a new product launch.
The campaign, which started as an experiment to address men’s needs, turned out to be an important initiative. Not only did it transform guys who needed help with their love life, but also transformed Axe declining sales on existing variants.
In Citra Pariwara 2014, AXE University Indonesia was awarded Silver for Best Use of Digital Media
