AXE & MAINCAST

Increase brand awareness among the gaming audience and ensure maximum reach within the esports target audience.

Build an association of Axe with confidence and charisma, so gamers link the brand with those who are ready to win.

Increase engagement through native advertising in Dota 2 content: using game heroes and gaming slang for natural brand promotion.

Communicate the value of Axe deodorants.

Creation of special integrations in the most popular Dota 2 esports tournaments so that, live on air, the AXE brand could tell a broad esports audience about its product. During the live broadcasts, AXE presents its product and boosts interest with striking ad creatives. A well-thought-out toolkit helps the brand integrate organically into the streams. AXE becomes part of the game, leaves a lasting impression on viewers, and builds associations with confidence, victory, and drive.

Interactive formats open up space for real-time engagement with gamers right during the broadcasts. Eye-catching ad creatives and native mentions in the commentary increase interest in the product and strengthen viewer loyalty.

Thanks to the collaboration, we exceeded the forecasted KPIs (by 40%+ depending on the KPI) and increased the number of brand appearances during the broadcast. Actual KPIs:

Hours watched — 2,406,015
Views — 7,893,459
Unique viewers — 2,335,711

Viewers showed strong interest in AXE’s advertising during the broadcasts, which is reflected in their positive comments on the platform.