AXE
Flip The Haters
Briefing
AXE introduced the Fine Fragrance collection, a range of scents featuring natural essential oils crafted by world-renowned perfumers. These premium deodorants make you smell as irresistible just as a high-end perfume.
The goal of the campaign was to rebrand AXE from being perceived as 'the locker room deodorant brand for adolescent boys' to a more sophisticated and premium choice.
Approach
What better way to prove that AXE’s new Fine Fragrance smells just as a good as high-end perfume then a blind test against Dior Savage. The campaign aimed to confront and challenge the negative stereotypes, demonstrating that AXE’s scents are more than just a locker room staple.
We carefully selected three male influencers popular among men aged 13-34 in the gaming, lifestyle, and sports niches. We sent them a black, unbranded box and instructed them to follow the checklist and keep their cameras rolling throughout the experiment. The influencers were unaware of the product's identity, ensuring an authentic and unbiased experience for viewers. The real-time reactions captured on video created an exciting and genuine experience for all involved.
Our goal was to encourage the audience to consider AXE Fine Fragrance after witnessing the experiment. We amplified the organic posts from our influencers to reach at least 70% of the target group.
Results
Our campaign demonstrated impressive performance with several key metrics. The view rate was 31.62%, substantially higher than TikTok’s average of 14.49%, indicating superior engagement with our content. Additionally, we achieved a CPM of €2.24, which is notably lower than TikTok’s average CPM of $10, reflecting significant cost efficiency and better ROI.
Overall, these results highlight our campaign’s exceptional performance in terms of engagement, cost-effectiveness, and message delivery.