Defining and implementing AXE’s product content strategy

axe deodorant case study
Kantar created an SEO-focused content strategy for AXE’s product and purpose relaunch, leading to increased visibility for the brand in search engines.
Lisa Cheung, Assistant Global Brand Manager, Unilever“Kantar ensured the new product copy was SEO-optimized, as well as embedding in our new claims and technologies to help consumers navigate the purchase decision.” 


Our challenge was to revamp the product copy across AXE’s full portfolio to support the brand’s 2020 product and purpose relaunch.

The copy needed to be optimized for search, be aligned with their new, and more inclusive, brand purpose, and showcase their new product features.


We conducted keyword research to ensure all copy incorporated consumer language and addressed their needs directly. We restructured and reworded the copy to align it with SEO and ecommerce best practice.

We updated the claims and infused the copy with AXE’s new purpose, brand personality, and tone of voice.


Following optimization, organic traffic to product pages saw a 16% increase – receiving a total of 50k sessions. The site ranked on the first page of Google results for 10% more product keywords – 389 terms.

Get in touch
Digital Content Kantar

Digital Content

Get the strategies and content you need to connect your brand with the real passions and mindsets of global and local audiences.
Learn more