ANGEL'S CLUB SOCIAL SEDUCTION by OMD Mumbai for Axe

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ANGEL'S CLUB SOCIAL SEDUCTION

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Industry Deodorants
Media Promo & PR, Case study
Market India
Agency OMD Mumbai
Director Pankaj Parihar
Creative Director Ashwin Dutt
Released April 2011

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: HINDUSTAN UNILEVER
Product/Service: AXE DEO
Media Agency: OMD INDIA, Mumbai , INDIA
Director: Pankaj Parihar (OMD)
Group Head: Ashish Singh (OMD)
Supervisor: Elton Dsouza (OMD)
Creative Director: Ashwin Dutt (OMD)
Media placement: Digital Campaign - Facebook - 1 April 2011

Insights, Strategy & the Idea

Axe Deo has built massive equity in India on the platform of seduction. Axe Angels Club is one of the largest facebook communities in India with a 2 million strong base. Key challenges facing the brand were two-fold

1.Newer brands in the space are always encroaching on Axe territory
2.We had to keep the fickle and distracted youth audience hooked to the brand and increase engagement on Axe Angels Club

With endless entertainment options available online, it was an uphill task to keep the Axe Man engaged. We identified CONTENT as the key to our strategy, with ‘women’ being the focal point.
The Axe twist was ‘more game’ - the opportunities to ‘interact with women you only fantasize about’.
A multi-pronged online content plan ensued, which kept them hooked and asking for more.

Creative Execution
Axe models were the Axe Angels online who dished out apt content on facebook daily to keep the Axe man hooked and coming back asking for more.

A collaboration with MTV Grind – India’s hottest dance show – was translated into an app on the facebook club which allowed users to get their names tattooed on the hot bodies of MTV anchors and models. An ultimate male fantasy come true.

India’s premier and much ogled at swimsuit calendar, the Kingfisher Calendar was our other big coup. As the Calendar launched its mega model hunt, Axe users became the judges. They commented, voted and interacted with the models on facebook on the Club. An experience no money, no other brand could replicate for them, a once in a lifetime opportunity to treasure, to flaunt, to fantasize. And did our Axe Men love it!! You bet!

Results and Effectiveness
Apt content and engaging applications, opportunities unique, opportunities money can’t buy… and we had the Axe man floored:

- 584 million social impressions
- 800,000 + comments
- 2.7 million photo views
- 79,000 + video views
- 1.6 million fans added
Axe saw 300% hike in sales