Case Study: AXE Poland achieves a 7.4% ad awareness lift and 73% lower cost per reach with Facebook

AXE - Customer Case Study

AXE Poland, an iconic men's grooming brand, relaunched in 2016 and faced the challenge of shifting its image from a teen-focused label to a slightly more mature audience while introducing nine new products. The goal was to improve brand perception among 17–30‑year‑old men and raise overall brand awareness.

AXE ran a 6‑week Facebook and Instagram campaign built around a cinematic “find your magic” video that celebrated individuality, optimized for social (subtitles, 1:1 ratio, strong branding in the first 3 seconds) and executed with Mindshare and DDB Poland using reach & frequency and ad sequencing. The campaign hit its target: 94% of viewers were within the desired demographic, driving a 7.4% lift in ad awareness, a 5.7% increase in message association, and a 73% lower cost per reach versus other online channels.

AXE

Marta Czarnecka

Head of Media Poland & Baltics