AXE defines the scent of Aura for over a thousand streamers

In the world of modern gaming and streaming, traditional “confidence” talk is out. Today, it’s all about Aura. That intangible charisma is built through high-risk plays, highlight-worthy moments, and absolute dominance on screen. AXE (Unilever) recognized that “farming aura” is a grind, and they positioned themselves as the ultimate “instant unlocker.” Through a partnership with inStreamly, AXE moved beyond standard advertising to become a native part of the gaming experience, generating over 871,000 full views and a massive +16pp jump in ad recall.

From farming to instant Aura boost

AXE ditched the “boomer” clichés of old-school self-esteem and leaned into the language of the community. The insight was simple: you can’t buy confidence, but a great scent is the first real step toward a massive aura boost. By adopting a gaming-native, ironic, and self-aware tone, AXE became a companion that celebrated the wins and wiped away the “smell of defeat.”

“As part of the new “Got AXE, Got Aura” communication platform, we wanted to appear in a context that is natural for our target audience and the concept of ‘aura’ – namely, gaming. Our collaboration with Instreamly not only allowed us to effectively reach gamers, but to do so in a distinctive and memorable way. Both in the game and in real life, AXE gave its audience an ‘aura,’ becoming a natural confidence booster.”

Mateusz Suryś, Strategy Planner at 2012agency

8 ways to flex

To make the “Got AXE, Got Aura” message resonate, the campaign utilized inStreamly’s reactive technology. Instead of one static banner, AXE deployed 8 contextual creative variants that responded in real-time to what was happening on stream. Whether a player landed a “Headshot,” secured a “Pentakill/ACE,” or went on a “Win Streak,” AXE was there to boost the hype.

Crucially, AXE even embraced the low moments. When a streamer lost, the brand stepped in with a witty reminder: “Defeat smells; erase it with AXE aura.” This reactive approach ensured the brand was a part of the gameplay.

 

“Our new communication platform, “Got AXE, Got Aura”, along with the context in which we want to build the brand, practically begged us to get involved in gaming streams. We wanted to show in a natural context that confidence is something that directly translates into success, but also, as a companion brand, to support our audience during tougher moments when they lack that confidence, giving them a natural boost; a kind of ‘pat on the back.’ The campaign results show that the gaming community appreciated our message, and our activities on Instreamly were among the most effective actions in the entire broad campaign.”

Michał Szczerba, Senior Brand Manager for Deodorants at Unilever

Hard Numbers & Cultural Impact

By integrating inStreamly contextual technology across titles like League of Legends, CS2, and Fortnite, AXE achieved incredible frequency without any “ad fatigue.” The brand became a symbol of the “aura boost” in stream culture.

• Massive Reach: 871,765 full views delivered by 1,150 unique streamers.
• Precision Engagement: 6,075 verified clicks with a 0.7% CTR
• Brand Lift Dominance: A +16pp increase in Ad Recall and a +7pp rise in Brand Association with the concept of “Aura.”

“The Axe x InStreamly campaign was a truly collaborative process – from the initial discussions through to the final execution, and the result was a campaign that not only looked great but also delivered very solid results.”

Jakub Stępień, Client Leadership Senior Specialist at Mindshare, WPP Media

Through this partnership, AXE proved that when a brand truly understands the “aura” of the community, they not only win the attention, but they also win the game. AXE is no longer just a deodorant; in the eyes of over a thousand streamers and their fans, it’s the ultimate gaming power-up.