Case Study: AXE South Africa achieves higher engagement and awareness with Twitter's native video formats

AXE South Africa uses fresh video formats to engage young, urban men on Twitter

AXE South Africa aimed to reinvigorate its local tone and reach urban young men on Twitter. The brand needed a fresh, mobile-first approach to cut through social feeds and spark conversation with both new and existing audiences.

AXE launched the #YouGottaDry campaign with partner Xzibit, using promoted video, video cards and short, snackable clips (including GIFs) repurposed from existing footage to maximize production value and sharing. The campaign delivered strong results: CPV of R0.87, a view-through rate above 11% and an 8.15% engagement rate, boosting awareness and ROI.

AXE

Ryan Fauconier

Brand Manager