AXE faced the challenge of resonating with a highly diverse target audience. Using advanced technology, we created a tool that builds a narrative structure by selecting scenes from four original 60-minute films, re-editing them in different ways according to the interests and behaviors of the brand’s consumers.
This approach led us to produce hundreds of thousands of unique films, activated through programmatic media and customized for various user profiles and interests. Never done before, we generated high-end content with a fully automated, Hollywood-style production line, marking a new era of hyper-customized content.
The result: 27 million views, 81% of the target audience reached, and a retention rate 170% higher than any previous AXE campaign. The campaign also boosted trend attributes from 28% to 51%.
AGENCY: Magma / CUBOCC
CLIENT: Axe