Case Study: AXE cuts CPC by 46%, CPA by 36% and expands target audience 50% with Appier’s CrossX

AXE - Customer Case Study

Unilever’s AXE, a global male grooming brand, needed to expand a predefined mobile audience across all screens while keeping costs down by optimizing cost per click (CPC) and cost per action (CPA).

Working with Appier’s CrossX Ad Solution—using CrossX AI, programmatic buying, Lookalike and Remarketing—AXE identified high‑value lookalikes, targeted users cross‑screen and personalized creatives. The campaign lifted click‑through rate by 110% vs industry benchmarks, grew the lookalike audience to 150% of the original sample (a 50% expansion), reduced CPC by 46% vs AXE KPIs and cut CPA by 36% vs industry benchmarks, while producing a reusable cross‑screen audience for future campaigns.

AXE