Unilever’s best-performing TikTok campaign. And a social idea that became Unilever’s #1 new product of the year.

Two brands. Record results.

168mAXE #FreshNeighbour impressions
+38.6%AXE ad recall
#1Robertsons: Unilever New Product of the Year 2024
22.5%Robertsons sales uplift (H1 2024)

Two heritage brands. Two very different categories. One belief: the next generation won’t be talked at. They want to take part.

For Unilever, we put culture and people at the centre of the brand. For AXE, that meant handing the story to Gen Z creators, the AXE Freshmen, and turning a dated stereotype into a brand that celebrates confidence and individuality.

For Robertsons, it meant inviting South Africans to become Spice Masters and make their own signature blends, turning a 100-year-old spice brand into a hyper-personalised experience.

Both ideas were built for social first, and both drove results that put them at the top of Unilever’s global portfolio.

AXE | Hey NeighbourUnilever’s best-performing TikTok campaign

The challenge

A brand that once led the category had lost ground, and AXE was seen as a dated male stereotype by the generation it needed most.

The idea

This wasn’t just a campaign. It was a Gen Z brand reset. The AXE Freshmen weren’t just ambassadors, they were the narrative: creators chosen from gaming, sport, fashion and lifestyle to reflect the full spectrum of Gen Z.

Youth voices, immersive storytelling and the Hey Neighbour activation reclaimed relevance, boosted digital equity and positioned AXE as the fragrance of choice for the next generation.

R1.2mEarned media
8,709Brand mentions, up from 213 pre-campaign
4mShoppers reached
2m+Hey Neighbour views
1m+Social engagements
+9.9%Familiarity
+5.7%Brand awareness
+38.6%Ad recall

The AXE Freshmen: Pretty Ricky, The Ace, The Plug, The Speed Dater, Life of the Party, Suave Marv and The Admirer

@buang.mosoeuThe suave style icon
@zwelakhe_sibiyaThe smooth talker
@innosworldThe street-savvy trendsetter
@neat_boiThe gamer guy-next-door
@officialwelz_saThe cool creative
@iamlusekeloThe sporty one
@kashcptThe artist with edge
@priestess_veeThe wildcard Gen Z girl

Robertsons | Spice MastersA social idea that became Unilever’s #1 new product

#1New Product of the Year 2024

The challenge

Private labels and discount spices were eroding market share and shelf space, while media fragmentation eroded share of voice with digital-first younger consumers.

The idea

No two people enjoy their spices the same way. So we turned South Africans into Spice Masters, inviting them to make their own signature blends of Robertsons’ famous spices. The blends sparked unprecedented online engagement, which drove even more people to the experiential moments.

See the full case study and make your own blend

22.5%Sales uplift (H1 2024)
+2.6%Increase in sales volume (H1 2024)
+8.6%Owned media engagement rate
Top 5Of Unilever’s global brands

Culture first. Results at the top of Unilever’s portfolio.

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