AXE Matchday Routine – Euro 2024 Influencer Campaign
AXE Matchday Routine – Turning Game Days into Grooming Rituals
For UEFA EURO 2024, Unilever aimed to position AXE at the intersection of grooming and football culture. As an official tournament sponsor with access to exclusive match tickets, Unilever needed a campaign that combined product storytelling with the energy of Europe’s biggest football event.
In collaboration with creative agency Dokyo, Mative developed the AXE Matchday Routine — a football-driven influencer marketing campaign that showcased AXE products as a core part of every creator’s matchday preparation.
With 14 creators across Germany, the campaign brought the grooming journey to life — from shower to stadium, from body spray to final whistle. The format delivered authentic, high-performing content across social media platforms, increasing visibility and engagement for AXE during the tournament. A powerful blend of creator content, football storytelling, and personal care branding — tailored for the digital age and rooted in the spirit of EURO 2024.
Crafting creator-first campaigns for Europe’s biggest stages
14
CREATOR
4M+
VIEWS
6,2%
ENGAGEMENT
CHALLENGE
With access to highly coveted UEFA EURO 2024 tickets through a barter deal, the challenge was clear: create maximum value through exceptional content — without relying on a traditional media budget.
At Mative, we specialize in turning strategic assets like sponsorships into culturally relevant creator campaigns. The key was to identify influencers who not only fit the AXE brand in terms of style and personality, but who also authentically connect with football culture and embody the spirit of the tournament. No generic placements — just creators who live both football and the AXE mindset.
The task demanded more than reach: it required creators who could turn a matchday into a story, and AXE into an experience.
@byjaadiee Anzeige| Ein unbeschreibliches Erlebnis mit Opi 🤩 Vielen Dank @AXE für den tollen Abend 💘#AXE #AXEMatchdayRoutine #euro2024 ♬ Cooking, bossa nova, adults, light(950693) - Kids Sound
@cubanito Anzeige | Danke @axe.offiziell für das großartigel Erlebnis und die Produkte, die mich immer frisch riechen lassen. Wer holt sich den EM-Titel? Hinterlasst eure Tipps in den Kommentaren! #AXE #AXEMatchdayRoutine #euro2024 ♬ kompa pasión (slowed) - Фрози
@notmarvintsp Zwar verloren, aber wenigstens rieche ich gut😭😅 |Anzeige @AXE #AXE #AXEMatchdayRoutine #euro2024 #comedy #marvintsp #comedy ♬ Originalton - notmarvintsp
STRATEGY
Turning Game Days into Brand Days – With the Right Faces Behind AXE
At Mative, we work with one of the most diverse and dynamic creator pools in Europe — with deep expertise in sports-driven campaigns and a deep understanding of cultural moments. For AXE’s presence at UEFA EURO 2024, our mission was clear: create emotional proximity to the tournament through creators who embody authenticity, style, and matchday energy.
Leveraging our network, we identified 14 creators with strong reach, outstanding engagement, and a unique voice within their communities. But more importantly, each one had a natural connection to the themes of football, self-care, and personal confidence — essential elements of the AXE brand world.
From lifestyle and fashion to freestyle and football content, the final selection featured:
Bodyformus, Mefyou, Jorell Williams, Jonathan Schöck, Marcel Mayr, Marvin STP, Shindy, Jaadie, Hamed Loco, Jannik Freestyle, Sami Rhoma, Stellaelena, Freekickerz and Cubanito.
Rather than applying a rigid format, Mative worked hand-in-hand with each creator to craft their own AXE Matchday Routine. The result: highly personalized stories that felt natural to share, with AXE products integrated in a way that respected both the creator’s voice and their connection to the tournament. Whether it was a quick spray before heading to the stadium, a locker-room style transition, or a moment of celebration — each routine felt real, relatable, and relevant.
Our strategic approach aimed for broad impact: not just by targeting classic football fans, but also by activating creators who support these events through their unique cultural lens — across music, fashion, comedy, and digital lifestyle. This widened the campaign’s reach and elevated AXE into diverse corners of youth culture during one of Europe’s biggest sporting moments.
RESULTS
50 Million Impressions and Sold Out: A Resounding Success in Lawn Care Innovation
The AXE Matchday Routine campaign delivered results that went far beyond expectations — both in numbers and in emotional resonance.
Across 14 creators, the campaign reached over 4 million views with an outstanding average engagement rate of 6.2%, outperforming industry standards and proving the power of culturally aligned creator marketing. But more importantly, the collaboration led to truly unique, highly personalized creatives.
Many creators felt such a strong connection to the campaign that they went beyond their contracted deliverables — posting additional organic content, sharing behind-the-scenes moments, and extending their storytelling across platforms. The result was a wealth of bonus coverage that felt authentic, unforced, and emotionally connected to both AXE and the tournament.
Influencers were genuinely proud to be part of the project, often highlighting how naturally the campaign aligned with their lifestyle and values. This authenticity translated directly into their communities, who responded with high engagement and real enthusiasm.
From concept to execution, the client was more than satisfied — not only with the reach and performance, but also with how deeply the campaign resonated with the target audience. AXE wasn’t just seen — it was felt.
14
CREATOR
4M+
VIEWS
6,2%
ENGAMENT RATE
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