AXE Walmart CX Activation
AXE traditionally targeted older teen males at the national level, but Walmart’s core buyer—moms shopping for their sons entering puberty—felt ignored. Through research, we validated that this disconnect was contributing to declining AXE sales at Walmart.
What I Did
I orchestrated the market research, spoke directly with Walmart moms, conducted AXE brand interviews, and crafted the content strategy that shaped the campaign’s creative direction.
As we drove cross-functional team alignment we built an emotionally resonant platform centered around Walmart moms.
Our idea, AXE Tales By Mom, shifted the narrative by inviting moms to poke fun at the universal struggle of keeping growing boys fresh. We partnered with Scary Mommy, a leading content creator, to create humorous, community‑driven storytelling amplified across digital, social, and in‑store placements.
Impact
Results: 1.76MM video views / 31% increase in social engagements / Reversed negative sales trend
2019 WEBBY Honoree CX (Series & Campaigns) Creative Director – Mirum (WPP) “Unilever AXE Start His Journey”
2019 EFFIE Gold Award Single-Retailer Program Mass Merchants Creative Director – Mirum (WPP) “Unilever AXE Start His Journey”
Curious To See What We’re Up To?
While I cannot share our work here, we can certainly talk more about it. And, if you’d like to learn more about how we’re transforming our culture using design thinking email me at chavab4228@gmail.com