axe (unilever)

AXE SOCIAL MEDIA CAMPAIGN

AXE refocused their brand messaging to go beyond an adolescent tonality and grow their audience on Facebook, Twitter and Instagram.

Purposeful in its engagement and transparent in tone, the new social campaign harnessed an honest, clever approach while maintaining two, separate, yet related, threads: The first, supporting the launch of BBH's "Make Love Not War" broadcast push for the new, AXE Peace product line; and the second, maturing its social thread to begin capitalizing on the sensibilities of collective tastemakers by focusing on what is relevant, funny, or even emotional. In the end, engaging and growing an audience that included both men and women.

LAUNCH 
The focus of AXE social media was comprised of supporting the "Make Love Not War" broadcast campaign, while promoting the new, AXE Peace product line.

Click Images To Enlarge

DAILY & EVENT POSTS
The following is a sampling of daily posts which also include SuperBowl XLVIII, User / Twitter-Generated Times Square Billboard, Grammy Awards and the Olympic Closing Ceremonies in Sochi.

ART DIRECTION: Husani Barnwell (ACD / Art Director)