AXE CS:GO Major Initiative Russia
Task
The objective was to grow market share. Axe follows its audience and supports it in all beginnings encouraging getting more. We dared to be the first personal care brand to come into cyber sport in Russia. The challenge was to play in the way sophisticated audience will love and appreciate. We needed to establish Brand as a long-player on this territory and involve new audience into the sport so we can grow together.
Ideas and solutions
In 2017 Axe launched new platform: Find You Magic. Communication was directed to young men who are still searching for their uniqueness. Many of them are hiding in the world of games. We needed to catch the most engaging and sophisticated audience – gamers, and involve them into deep communication with the brand. The executions had to be maximum relevant and friendly to the audience. To make it big we decided to collaborate with the Starladder TV Studio, that exclusively broadcasted the CS:GO Major Event for Russian-speaking audience and to integrate Brand into the live translation of main global tournament of one of the most popular e-games in Russia. We branded each part of the event: • Video ad in live broadcasting • In-game branding • Analysis panel branding • Studio branding • Branding on site and all social nets We amplify “Find You Magic” platform: • Exclusive embedded video in live broadcasts where heroes told how they had found their magic • The special section “Axe Magic Overview" from the analyst’s studio was run before each match where they talked how players had found their magic • Special branded playlists on Twitch and Youtube with the brightest moments of games, the moments of demonstration of the team Magic We engage audience: • Contest during live broadcasting with simple CTA “Show your magic” and opportunity to win in-game prizes We involved e-commerce: • All clickable formats lead to the e-com site, where by using name of the e-sport team you could get the discount. Axe has become the real love mark for the audience. Fans even asked to repeat advertising and created local mems with the main hero of our ads. Live broadcasting reached 4 mln unique users that exceeded expectations by 57%, 15 mln views in total; 195 thousands people watch the translation simultaneously; 4,5 mln views of special YT playlist with “find you magic” moments; 1.5 thousands participants in #axegame engaging mechanics.
