AXE
NEXT G.O.A.T. SESSIONS
Briefing
Our goal was to create a compelling big idea and influencer campaign that not only connected AXE with Gen-Z men in the Netherlands and Belgium but also resonated deeply with Gen-Z values of inclusivity and self-expression.
At the heart of the campaign was the mission to showcase the transformative power of AXE’s long-lasting, irresistible fragrances while encouraging young men to upgrade to our new collection by highlighting its superior quality and appeal.
Approach
We immersed ourselves in Gen-Z culture. Our research revealed that hip-hop is emerging as the dominant pop culture in the Benelux. We discovered the strong influence of local hip-hop artists, evidenced by the takeover of local hip-hop artist in the Spotify top charts in the Benelux.
The genre's new scent has brought in a more modern take on the traditionally quite conservative culture with female rappers, queer icons, and a broader sense of inclusivity aligning with the brand values of AXE. In response to this trend, we launched our campaign: The AXE NEXT G.O.A.T Sessions.
We introduced a mobile AXE stage at various Benelux festivals, showcasing 12 emerging hip-hop talents. These artists performed on an intimate stage, directly engaging with fans competing to become the next hip-hop sensation. To keep the magic alive beyond the festival grounds, we shared their performances on our dedicated TikTok channel. Collaborating with TikTok influencers Ta Joela and Arno the Kid, we created content that reached millions of Gen Z men, immersing them in the world of hip-hop.
Results
The campaign exceeded all expectations: We engaged millions of Gen Z men, immersing them in the world of hip-hop. Brand perception saw a significant boost, with a +24% increase in high-quality brand perception. +40% of the audience indicated they would purchase the product after seeing the campaign. And AXE's perception of inclusivity rose by +51%.
This innovative approach made AXE the buzz of the town, successfully captivating the Gen Z audience and establishing the Fine Fragrance Collection as a new favorite.