Overview
Unilever, through its agency, approached OnCampus Advertising for help launching its Axe Peace product line around the March Madness Basketball Tournament. Axe offered a $1-off coupon in support of the new product line
Goal
Drive students to nearby Walmart stores to buy Axe Peace
Media Plan
OnCampus recommended a campus media plan focused on over 170 college campuses, all with Division I College Basketball programs. Media formats included out-of-home displays and banner advertising on college newspaper websites
The combination of the media formats kept the messaging varied and fresh in the eyes of students. Using multiple media formats also enabled Unilever to broaden the reach of the campaign at the target campuses
Results
The campaign delivered over 2 million student OOH impressions and 6.5 million digital impression reaching students across the targeted campuses