Brand: AXE (Lynx)
Description: This campaign of AXE challenged masculine stereotypes and shed light on how guys struggle with masculinity. A case study on this campaign identified AXE's strategy of using specific PR tactics and CSR activities to promote its brand reputation and redeem its brand image. The effectiveness of this campaign is evaluated through Grunig & Hunt's model as well as how AXE conducted its research on the issue and the male audience. Recommendations for further improvement are also included if this campaign were to launch in Viet Nam. Role: PR Campaign Analyst Responsibilities:
Skills: Team-working, Research, Writing, Analytical, Communication, Leadership, Presentation |
Full AXE Campaign Analysis![]()
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