Axe Promo, Case study MUCHAS MARACAS by Buzzman Paris

Category: Best Use of Social Media Marketing
Advertiser: AXE FRANCE
Product/Service: HOT FEVER DEODORANT
Agency: BUZZMAN
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: BUZZMAN, Paris, FRANCE
Entry URL: http://www.ourcasestudies.fr/muchasmaracas-uk/
Chief Executive Officer/Creative Director: Georges Mohammed-Chérif (Buzzman)
Art Director: Sébastien Partika (Buzzman)
Copywriter: Edouard Olhagaray (Buzzman)
Project Manager: Yasmina Abdelilah-Bauer (Buzzman)
Production Manager: Cleo Ferenczi (Buzzman)
General Manager: Anne-Cécile Ladegaillerie (Buzzman)
Media placement: web - Youtube - 01/07/2009

Results and Effectiveness
After 1 month : Official Video Clip: 3 millions views on the web User-Generated Content: 900 000 views We built the biggest Brand Facebook fan page in France with 450,000 members!

Creative Execution
The casting of the band and making-of the video clip was shown on muchasmaracas.com. The video clip became an instant success with more than 500,000 views in 2 weeks. We then invited Internet users to recreate the choreography of the song and send their videos.

Insights, Strategy & the Idea
How to widen the TV campaign promoting Axe Hot Fever deodorant on the ‘maracas’ theme online? We decided to launch the ‘Summer Dance 2009’ on the web. We produced an original song, music, choreography and video clip.