The brand proves that men's care can be not only cool, but also modern, edgy and multi-faceted. For younger consumers in particular, AXE has become something of a big brother. One that encourages them to be self-confident, to try things out and to feel attractive in an individual way.
Muscles? Humour? Or a big Bank Account? And are boys allowed to show feelings? These questions concern our target group every day.
With AXE they should have a big (and cool!) brother at their side, whom they can always ask for advice. Our year-round digital content marketing program for AXE is also oriented towards the key question ‘How to be attractive?’
We began with a large-scale survey, where we first collect the attractiveness pictures and burning questions of our target group, the AXE boys. Based on the results, the next step is to develop entertaining content formats for AXE.de.
The result: A contemporary answer to the question of attractiveness in six chapters. Each chapter is a mix of surveys, interviews, films, lists, lookbooks, and other content marketing strategies, which are not only fun but and extends the time spent on the landing page and the affinity with the brand. The entertaining website content is disseminated through social media campaigns & digital marketing campaigns and, of course, our great cooperation partners (including Youtubers, models, gamers and athletes).
We are looking forward to the next chapter!