Publicis.Sapient | Agency Profile, Contacts, AOR, Client Relationships
Service: digital
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Publicis.Sapient Contacts
| Name | Title | State | ||||||||||||
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| Raymond V. | Global Chief Technology Officer | WA | ||||||||||||
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| Saoirse S. | Senior Principal | WA | ||||||||||||
| Manish R. | Director, Engineering | WA | ||||||||||||
| Lance D. | Director, Technical Architecture - Salesforce Practice | WA | ||||||||||||
| Sue G. | Business Development Director | WA | ||||||||||||
See Winmo sales intelligence in action
WinmoEdge
Media Edge: Axe launches new campaign, shifts digital strategy
Media Sales Lead: For its most recent product campaign, popular men's fragrance brand , the campaign includes a 3D billboard Times Square takeover, along with social media and search engine content. The campaign allows TikTok users to access a special filter that turns users into Axe cans and to ratio other things they think don't smell as good as Axe products. Additionally, Axe teamed up with content comedians Preacher Lawson and Adam Conover, along with TV personality Chanel West Coast, on video content promoting the new brand. The new campaign lives on social media for now and will include a TV ad launch in the next coming weeks.
Over the past couple of years, Axe has been ramping up its TikTok and Snapchat ad presence and its focus on gaming and e-sports. Axe's bolstered focus on paid social channels shows how much its current strategy, which is centered around closely monitoring social media trends to shape how the brand presents itself to its digitally oriented target audience. Axe also named Lil Baby as its ambassador last year; the brand starred him in an anime-esque campaign and collaborated with him on limited-edition product launches; I expect it to pursue additional brand ambassadors and collaborators this year.
Key Lead Takeaways: Get in touch soon to secure ad dollars from the rest of the creative that will roll out throughout the coming months.
Target Demographics: Gen-Z men
Key Spend Notes:
- Spend shift summary: Axe hasn't yet utilized national TV in 2023, which makes sense considering it's targeting younger audiences that don't usually watch much national TV. Digital spend dropped last year, but since Axe is revamping its digital strategy, its FY 2023 should end up increasing YOY.
- Top spending period: Q2-Q3 (note: it makes sense that Axe would spend the most during these quarters since people tend to need deodorant more during the summer)
- Planning period: Q1
- Buying period: Q4
National Broadcast Analysis & Spend Breakdown:
*Note that iSpot categorizes Axe under Health & Beauty: Deodorants & Antiperspirants*
- 2023 YTD Spend: $0
- 2022 FY Spend: $17.5m
- 2021 FY Spend: $22.9m
- 2020 FY Spend: $6.2m
**Note: Since Axe hasn't utilized national TV since 2022, the information below refers to 2022 data.**
Ad Flight Breakdown (by spend): In 2022, Axe launched six spots: "The Wave: Natural Origin Scent," "Irresistible: Axe Apollo," "Fresh as Fr*sh," "Irresistible," "The Wave," and "Readjusting Won't Be Easy."
Top Daypart (by impressions): Primetime (682.1m) and Weekend Afternoon (421.4m)
Top Networks (by spend): TNT, CBS, NBC, A&E, and TBS
Top Shows (by spend): NBA Basketball, NFL Football, College Basketball, the 148th Kentucky Derby, and The First 48
Top Industry/Vertical Spenders (by spend): Lume (19%), Dove Men+Care (17.5%), Old Spice (16.1%), Dove (13.7%), and Secret (13.1%)
Digital Display & Social Media Spend Analysis & Breakdown:
*Note that Pathmatics categorizes Axe under Personal Care*
- 2023 YTD Spend: $34.3k
- 2022 FY Spend: $3.8m
- 2021 FY Spend: $10.2m
- 2020 FY Spend: $6.9m
YTD Ad Flight Breakdown:
- Q1 2023 Spend (to date): $34.3k
- Q1 2022 Spend: $391.7k
- Q2 2022 Spend: $1.4m
- Q3 2022 Spend: $1.3m
- Q4 2022 Spend: $672.1k
YTD Impressions: 4.1m
Top Ad Types: Facebook (54%), Instagram (24%), and YouTube (22%)
Top Purchase Channels: Direct (100%)
Top Publishers: Facebook (54%), Instagram (24%), and YouTube (22%)
Top Industry/Vertical Spenders: Procter & Gamble, L'Oreal, Johnson & Johnson Inc., KAO Brands Company, Haleon plc, and Estee Lauder Inc.
Top Creative by Spend; see below: (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown:
Kantar: Local broadcast, Twitter, and online video (primarily Youtube.com)
Top Sponsored Podcast: Stuff To Blow Your Mind, Strawberry Letter, Best of The Steve Harvey Morning Show, and Daily Inspiration: The Steve Harvey Morning Show
Social Demographics: Gen-Z and millennial men, especially Hispanic, African-American, and Asian men
Current Sponsorships/Partnerships: Toronto Maple Leaf Hockey Club
Influencers & Brand Ambassadors: Preacher Lawson, Adam Conover, Chanel West Coast, and Lil Baby
Recent & Upcoming Product Launches: Fine Fragrance Collection
2022-2023 Key Hires:
- Daniela Curiel: Senior manager, global brand - Axe (July 2022)
- Ashley Roda: Lead, beauty and wellness digital media and performance marketing (November 2022)
- Taylor Smith: Associate manager, PR & influencer - Axe (February 2023)
Current Agency Roster:
- The Martin Agency: Creative AOR
- : Media AOR
- : PR AOR
- : Digital agency partner
Insight Sources: Broadcast insights estimated by StatSocial.