AXE Borak Bau-Bau Kemenangan TikTok Live
10. Media Kancils [10.7 Best use of social platforms]
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Links:
Product/Service:
Men’s Grooming Products
Client:
Unilever (Malaysia) Holdings Sdn. Bhd.
Brief:
After a decade off the radar with no ATL and brand presence, AXE
relaunched in Malaysia early 2026.
With the FIFA World Cup taking over the world the same year, how
could AXE make its comeback count and continue to create relevancy
with young Malaysian men through football?
Solution:
Insight:
Based on TikTok’s 2025 data, 85% of sports fans use TikTok as a
second screen while watching LIVE sports. And one thing fans love
doing on that second screen is making bold predictions about the
game.
In Malaysia, these predictions are known as “bau-bau”
. But “bau-bau”
also means smell, giving AXE the perfect opportunity to turn football
predictions into a chance to smell like victory.
Idea:
We turned every fan prediction “Bau-bau” into a LIVE chance to smell
like victory “Bau-Bau Kemenangan.
”
Execution:
We introduced AXE Borak Bau-Bau Kemenangan TikTok LIVE, a
World Cup Final watchalong that brought football predictions,
entertainment and real-time shopping together.
Our hosts amused fans with football banter, hot takes, and halftime
games. But the real entertainment was in the predictions. Because
every prediction unlocked an exclusive AXE voucher, turning the
second screen into a shoppable experience to smell like victory.
