Axe University is launched. We recruited 3 sexy female Indonesia celebrities to lecture young guys on the art of dating.

To drive enrollment, we placed standard banner display on Google Display Network and Admob, targeting both feature phones and smart phones. YouTube mobile road block and cross screen takeovers on Yahoo were used to gain awareness in the first few days. A teaser was executed through rich media banners that showcased dating tips. Interested viewers are asked to register at Axe University. Mobile search and social media advertising are then combined to drive further reach and engagement.

30,000 “students” were enrolled, which equals to 12% of the graduating population in Indonesia. The site had 550,000 Visits in just 60 days. A total of 1.2 million minutes of branded content were consumed.

All that efforts translated into real business impact. By the end of the campaign, Axe grew +13% (in value) YOY and increased market share by 9.2%, the highest gain for the brand since 2012, outperforming all previous new product launches.

Axe University not only transformed guys who needed help with their love life, but also successfully transformed the declining sales on the existing variants.