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Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
#playcopsandrobbers trended several times
Twitter followers up by 400%
170k mentions through campaign hashtags
FB recruitment app and “Girls Coming” list :
40k+ views, 1200+ registrations
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
The most amount of talk generated
for Axe in the past 4 years
Searches for “Axe” shot up by 300%
during launch
Most talked about personal care
brand, overtaking Dove
Compared to other markets, the launch of
Axe Anarchy in the Philippines got the most
people talking
Doubled forecast in May and still went out of
stock in July
Now contributes 20% of Axe sales

Earned media offset ALL local media and
production spend for the campaign: 1 peso
earned for every 1 peso spent, effectively
doubling client’s value for money
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Ronnie del Carmen
Carlo Pagulayan
Gerry Alanguilan
AJ Dimarucot
Dan Matutina
Ian Sta. Maria
Stephen Segovia
Inksurge
Gabie Osorio
Ruben Nacion

and more
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
facebook.com/
patakpataknamandyan
Redefining Integration
Redefining Integration
Thank you, Edelman!
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Axe “The Cleaner”

http://youtu.be/44tHijuqhpA
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
o.b. “A Personal Apology”


 http://youtu.be/cNsUZGvLnMY
Redefining Integration
Redefining Integration
Billy
http://youtu.be/2dFFK40Ug7k
Redefining Integration
Microloan “Pennies for Life”

  http://youtu.be/VS3ThxPrlVo
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
Redefining Integration
(And visual WOM,
    at that!)
Redefining Integration
Redefining Integration
leighreyes.com
youtube.com/user/leighpod
lowephilippines.com
@lowephilippines

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Redefining Integration