Social media strategy

Axe approached with the following challenge – create an awesome social media strategy in order to place the brand as a cool and witty label for teenagers and boost the engagement rate on Facebook.
They needed something fun and engaging to generate as many social interactions as possible. They also needed to increase the number of fans and reposition the brand as a hip fragrance that ‘’helps young guys feel, look and smell great; so they can seduce their ONE dream girl.’’

Thus we created a special Facebook strategy that featured different types of posts, all following various topics our target is interested in: 

Mood Post

The Axe Question

Axe Selfie

Axe Combinations

The Axe Top 3 

The result was a diverse and smart social media communication that would keep our users constantly engaged and wanting to discover more.

Boys vs. Girls

X vs. Y

IQ Axe

Share, likes and comments increased organically from an average of 10 likes, shares & comments/post to an average of 50-70 likes, shares & comments/post with highlights of 1,500 likes and comments/post.

Not to mention that the ER increased from 3% to 11% in just a few months without any promotion and the total of page likes increased with 1000 likes in just 3 months.

Agency: HIPPOS

Client: Unilever