Unilever (AXE AND DOVE ) Case Study

TWO OF THE MOST SUCCESSFUL BRANDS UNDER UNILEVER

AXE is the most popular male grooming brand in world and Unilever’s best seller

CORE VALUES :- ASPIRATIONAL,UNORTHODOX, HORMONE DRIVEN AND LIGHTHEARTED TONE

•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

THE AIM WAS TO INCORPORATE WOMEN OF ALL AGES , BODY TYPES, AND CELEBRATE THE BEAUTY

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