AI-Powered Contextual Targeting Meets Real-Time Livestream Entertainment
In July–August 2025, Unilever, AXE, PHD Turkey, and GingerLive partnered to launch a media-first livestream advertising campaign powered by GingerLive’s proprietary real-time detection technology, Streamsense.
The result: a groundbreaking activation that integrated AXE into livestreams not as an interruption, but as part of the moment.
Campaign Overview
The AXE Awareness Campaign set out to connect with Gen-Z and young male audiences where they spend the most time: live, interactive content environments. Traditional display ads struggle for attention in livestream culture, so AXE needed a format that blended with the streamers’ natural flow and felt native to the moment.
With Streamsense, GingerLive delivered exactly that, AI-powered contextual triggers inside live content, turning real, unscripted moments into brand engagement opportunities.
Objectives
1. Increase Brand Awareness During Peak Summer Months
The campaign targeted hot July–August days when AXE’s “freshness” messaging resonates the most.
2. Deliver Non-Intrusive, High-Impact Ad Experiences
Instead of interrupting viewers, Ads were triggered during relevant moments, keywords, reactions, or events happening on screen.
3. Showcase the Power of AI in Live Media Buying
The goal was to demonstrate how AI can elevate FMCG advertising inside real-time entertainment environments.
Technology Spotlight: Streamsense AI
Real-Time Audio + Visual Detection
Streamsense monitors hundreds of live streams simultaneously, detecting both:
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- Spoken keywords
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- Visual cues and contextual events
This dual-layer targeting allows brands to deliver messages exactly when they are contextually relevant.
Moment-Based Ad Triggering
During the AXE campaign, Streamsense detected summer-related keywords such as:
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- “Hot”
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- “A/C”
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- “Sweaty”
When a streamer mentioned any of these in real time, the AI instantly activated:
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- Rich Media formats
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- Dynamic chat messages
For instance, when a streamer said "I'm sweating like a pig", the AI instantly activated a dynamic chat message saying "Are you indeed sweaty? AXE is here to help you stay fresh".
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- Stream-native overlays
This transformed AXE into an organic part of the live moment, enhancing entertainment instead of disrupting it.
Execution & Delivery
Scale of Activation
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👤 98 Streamers Activated
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🎥 2,184 Live Streams Monitored
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👀 925,952 Impressions Delivered
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📊 0.6% CTR (well above typical livestream display benchmarks)
Campaign Integration
Ads were dynamically inserted across Twitch and YouTube livestreams via GingerLive’s browser-based overlay, ensuring instant rendering, minimal latency, and smooth integration with creators’ existing setups.
Key Results & Impact
1. A Media-First for FMCG Advertising
This was one of the first times globally that an FMCG brand used real-time AI contextual targeting inside livestreams.
It showcased how AI can transform traditional awareness campaigns into moment-driven brand experiences.
2. High Engagement Through Relevance
By triggering ads exactly when the audience was already emotionally or contextually primed:
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- CTR and engagement rates increased
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- Viewers perceived ads as “part of the moment”
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- Streamers interacted more naturally with the brand
This blend of context + entertainment created a new kind of brand recall opportunity.
3. Scalable AI Infrastructure
Streamsense processed thousands of hours of live content, proving its ability to:
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- Analyze audio and video in parallel
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- Trigger ads with millisecond precision
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- Execute campaigns across large streamer networks
This scalability is crucial for enterprise advertisers like Unilever.
Why This Campaign Matters
Redefining How Brands Show Up in Livestreams
Instead of traditional pre-rolls or disruptive mid-rolls, AXE became part of the entertainment itself. The campaign demonstrated that:
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- Livestream audiences value contextual, moment-driven interactions
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- AI can unlock formats impossible with manual media buying
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- Brands can become participants, not outsiders, in creator ecosystems
A Blueprint for Future Real-Time Advertising
The AXE Awareness Campaign established a new standard for:
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AI-enhanced media planning
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- Dynamic creative optimization inside live content
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- Contextual targeting beyond cookie-based systems
It is now a template for how brands can meaningfully connect with young, hard-to-reach audiences.
Conclusion
The AXE x GingerLive x Unilever partnership proved that real-time AI targeting inside livestreams isn’t just possible, it’s powerful. With Streamsense, AXE reached audiences where they are most engaged, delivering brand messaging that felt natural, timely, and entertaining.
This campaign marks an important milestone for digital media, showing how AI + livestream culture can reshape the future of advertising.