Axe Promo, Case study SHOWERPOOLING

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Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Corporate Communication
Advertiser: UNILEVER
Product/Service: AXE
Chief Creative Officer: Aaron Starkman (Zig)
Executive Creative Director: Martin Beauvais (Zig)
Associate Creative Director + Copywriter: Michael Murray (Zig)
Associate Creative Director + Art Director: Jason Hill (Zig)
Planner: Rob Hayes (Zig)
Designer: Dyaln Royal (Zig)
Designer: Andrew Cloutier (Zig)
Developer: Karl Pawlowicz (Zig)
Developer: Jason Sorrenti (Zig)
Developer: Joshua Ho (Zig)
Project Manager: Hayley Schipper (Zig)
Project Manager: Jennifer Costello (Zig)
Agency Producer: Karen Blazer (Zig)
Editor: Kim Knight (Posterboy)
Producer: Ted Rosnick (RMW Music)
Media placement: Online Application - Facebook - 16, April 2010
Media placement: Online Video - Facebook And YouTube - 16, April 2010

Summary of the Campaign
In the run up to earth day, AXE Canada created Axe Showerpooling, a Facebook based idea that asked guys to save water by inviting girls to share a shower with them. The more girls in the shower, the more water saved. Showerpooling wasn’t just environmentally friendly, it was all kinds of friendly.

The Goal
The AXE brand wasn’t seen as environmentally friendly, and its positive vs negative mention ratio was just 3.1. Our goal was to increase the positive mentions by 100% to 6.1. We also needed to increase the monthly page views of the AXE Facebook site by 100% and increase the monthly number of fans of the AXE Facebook page by 100%. We also aimed for 8,000 YouTube views of our video in the first 10 days after launch, and aimed to generate a $50,000 donation to the WWF through increased awareness of water conservation issues.

- A 2860% increase in AXE Facebook page views in just 5 days. - 690 new Facebook fans - an 1110% increase in 5 days. - The conversation around Showerpooling had a 96% positive sentiment. - 74,156 views of the Showerpooling video on YouTube video in 5 days. - The campaign met its target of achieving a $50,000 donation to WWF in the first 5 days. - 5 million media impressions in less than a week.

AXE Showerpooling was launched 7 days before Earth day. We used the 11,000 AXE Facebook fans to spread the idea, and used banners, and PR to direct guys to the Showerpooling Facebook page. The page included a mock-serious, explanatory video, a Showerpooling “Water Savings Chart”, and water-saving tips from WFF. There were also Showerpooling badge pins for guys to use as Facebook profile pictures, enabling us to expose all their facebook friends to the idea. To spread the idea further, we helped guys flirt with girls by creating the ‘Start A Showerpool’ application. This allowed them to invite girls into their Showerpool. A Showerpooling ‘Introduction Service’ application also allowed guys and girls to be introduced to each other by a mutual friend; something they could not do previously on Facebook. Thanks to Showerpooling, AXE was able to deliver a credible environmental message on Earth Day and also remain true to their brand tone.

The Situation
The tone of AXE brand doesn’t lend itself to an environmental message. And 19 year old guys who use AXE think more about getting girls than about being environmentally friendly. So, on earth day, how could AXE Bodywash deliver an environmental message that actually appeals to the guys who use it? And how could we do it with an extremely limited budget?

The Strategy
Environmental messages tend to be all doom and gloom. If we could show 19 year old guys that being environmentally friendly helped them get girls, then they would be open to our message while at the same time having a good laugh about it.