Programme Management for Unilever

INTRODUCTION

Axe (also known as Lynx in the UK, NZ, Ireland, Australia and China) is a brand of male grooming products owned by Unilever marketed at the young male market. To launch "Apollo", a new variant of AXE/LYNX Unilever's global creative agency, the London office of BBH developed a global integrated campaign. The campaign culminated in the selection of a group of 107 participants from 60 countries via an online competition mechanic to attend space camp in Florida, USA. Following space camp, with the help of legendary astronaut Buzz Aldrin 23 winners were selected to fly into space (a trip worth $US 95,000) with Space XC Aerospace sometime in 2015.

THE CHALLENGE

To deliver programme management for the full project lifecycle to deliver Unilver's largest ever global digital marketing campaign across 60 local markets, including:

  • Management of external vendors/partners based in London, Amsterdam (Media Monks and Addicted Pixel) and internal teams at BBH London. 

  • Owning and/or writing core project documentation (SOW, project plans, cost estimates, change requests, RAID log, briefing & specifications). Managing input and sign off from the multiple creative teams, the account team and the client teams.

  • Management of content deployment, QA and rollout

  • Full lifecycle delivery of the global hubsite, a US microsite, display media, rich media and a digital toolkit for social media activity.

IMPACT

  • Successfully delivered within time and budget through 140 different digital display media variations (across three formats - banners, skyscrapers and MPU)

  • Successfully delivered within time and budget 3 rich media variations (sync banners, homepage takeover, videoMPU and masthead game) including Avoid the Asteroids

  • Successfully delivered the global hubsite at LYNXAPOLLO.COM/AXEAPOLLO.COM - localised into 80 local markets (60 languages). The hubsite included information/messaging for the competition, the mechanics for entering the competition, prompts for sharing users' entry on social networks, film content and a leaderboard showing how many votes a user's entry had and users' place on the leaderboards

  • Successfully delivered a microsite for the AXE US Sweepstakes to support advertising during the Superbowl TV transmission. The site was architectured to withstand 600,000 users per minute and maintained 100% uptime within its target speed parameters 

  • The overall digital programme of work was delivered within budget and on time to coincide with paid media, ATL activity and PR

  • Almost 1 million users entered the competition via the global hubsite smashing all of Unilevers campaign targets

  • The most awarded campaign at the 2013 Cannes Lions 60th International Festival of Creativity awarded: Gold Lion for Best Integrated Campaign Led by Promotion and Activation, Silver Lion for Best New Product Launch and Short List for Best Use of Experiential Marketing in a Promotional Campaign