#playcopsandrobbers trended several timesTwitter followers up by 400%170k mentions through campaign hashtags
FB recruitment app and “Girls Coming” list :40k+ views, 1200+ registrations
The most amount of talk generatedfor Axe in the past 4 years
Searches for “Axe” shot up by 300%during launch
Most talked about personal carebrand, overtaking Dove
Compared to other markets, the launch ofAxe Anarchy in the Philippines got the mostpeople talking
Doubled forecast in May and still went out ofstock in JulyNow contributes 20% of Axe salesEarned media offset ALL local med...
Ronnie del CarmenCarlo PagulayanGerry AlanguilanAJ DimarucotDan MatutinaIan Sta. MariaStephen SegoviaInksurgeGabie OsorioR...
facebook.com/patakpataknamandyan
Thank you, Edelman!
Axe “The Cleaner”http://youtu.be/44tHijuqhpA
o.b. “A Personal Apology” http://youtu.be/cNsUZGvLnMY
Billyhttp://youtu.be/2dFFK40Ug7k
Microloan “Pennies for Life”  http://youtu.be/VS3ThxPrlVo
(And visual WOM,    at that!)
leighreyes.comyoutube.com/user/leighpod
lowephilippines.com@lowephilippines
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Redefining Integration

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My "Redefining Integration" talk at the 2012 IMMAP Summit. Brand equity vs. brand integrity, how to think integrated from the very beginning, integration as a business model. Also features kittens, pandas, unicorns and jellyfish. And a zombie.

Published in: Business, Economy & Finance
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Redefining Integration

  1. 1. #playcopsandrobbers trended several timesTwitter followers up by 400%170k mentions through campaign hashtags
  2. 2. FB recruitment app and “Girls Coming” list :40k+ views, 1200+ registrations
  3. 3. The most amount of talk generatedfor Axe in the past 4 years
  4. 4. Searches for “Axe” shot up by 300%during launch
  5. 5. Most talked about personal carebrand, overtaking Dove
  6. 6. Compared to other markets, the launch ofAxe Anarchy in the Philippines got the mostpeople talking
  7. 7. Doubled forecast in May and still went out ofstock in JulyNow contributes 20% of Axe salesEarned media offset ALL local media andproduction spend for the campaign: 1 pesoearned for every 1 peso spent, effectivelydoubling client’s value for money
  8. 8. Ronnie del CarmenCarlo PagulayanGerry AlanguilanAJ DimarucotDan MatutinaIan Sta. MariaStephen SegoviaInksurgeGabie OsorioRuben Nacionand more
  9. 9. facebook.com/patakpataknamandyan
  10. 10. Thank you, Edelman!
  11. 11. Axe “The Cleaner”http://youtu.be/44tHijuqhpA
  12. 12. o.b. “A Personal Apology” http://youtu.be/cNsUZGvLnMY
  13. 13. Billyhttp://youtu.be/2dFFK40Ug7k
  14. 14. Microloan “Pennies for Life” http://youtu.be/VS3ThxPrlVo
  15. 15. (And visual WOM, at that!)
  16. 16. leighreyes.comyoutube.com/user/leighpod
  17. 17. lowephilippines.com@lowephilippines

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