Redefining Integration

#playcopsandrobbers trended several timesTwitter followers up by 400%170k mentions through campaign hashtags

FB recruitment app and “Girls Coming” list :40k+ views, 1200+ registrations

The most amount of talk generated for Axe in the past 4 years

Searches for “Axe” shot up by 300% during launch

Most talked about personal care brand, overtaking Dove

Compared to other markets, the launch of Axe Anarchy in the Philippines got the most people talking

Doubled forecast in May and still went out of stock in JulyNow contributes 20% of Axe sales

Earned media offset ALL local media and production spend for the campaign: 1 peso earned for every 1 peso spent, effectively doubling client’s value for money

Ronnie del CarmenCarlo PagulayanGerry AlanguilanAJ DimarucotDan MatutinaIan Sta. MariaStephen SegoviaInksurgeGabie OsorioRuben Nacion

and more

facebook.com/patakpataknamandyan

Thank you, Edelman!

http://youtu.be/44tHijuqhpA

Axe “The Cleaner”

http://youtu.be/cNsUZGvLnMY

o.b. “A Personal Apology”

Billy

http://youtu.be/2dFFK40Ug7k

Microloan “Pennies for Life”

http://youtu.be/VS3ThxPrlVo

(And visual WOM,at that!)

leighreyes.comyoutube.com/user/leighpod

lowephilippines.com@lowephilippines