Axe: Find your Magic

Challenge

Drive awareness and excitement about the new campaign and boost male grooming category to unleash a new era for Axe. Keep the positioning of Axe but enlarge it to AXE being the cool male grooming brand that helps guys find their magic.

 

Idea

In this campaign customized content and personalized messages were integrated in the campaign to inspire and make our young target more connected with the brand.  Because images speak louder than words, we decided to give the target meaningful experiences that they would share on their social media.

 

Delivery

In the Axe store, we offered a complete grooming experience and photo session to the consumer. The pictures were massively shared and there was live coverage on Facebook and generated over 8000 live views.

 

Results

The strategy reinforce significantly the impact of the campaign among AXE core target, integrating interactive media for fulfilling AXE (qualitative) objectives.

This campaigns offered to our target the most optimal opportunity to interact with one or more campaign assets, taking into account media consumption of the target & specificities of media in use.