The enduring males’s grooming model AXE got down to refresh its picture. The model, which was based in 1983, was nonetheless presenting outdated messages about masculinity. Its messaging wasn’t in sync with the Gen Z shoppers it aimed to seize.
By analysis, it outlined its Gen Z viewers as “MemeBros,” or “tremendous on-line dudes” whose kooky humor usually crosses over into mainstream tradition. Creating a real rapport about AXE was integral to the company’s mission. It was fast to slip AXE into actual conversations and communities that resonated with its viewers. Amongst them have been music outlet XXL and RapTV, in addition to gaming group FaZe Clan.
The aim was to have AXE sound like a pal chiming in on a bunch chat. Its voice aimed to simulate how “MemeBros” would interact on Twitter and Instagram. Since Gen Z digs cryptocurrency like Dogecoin and smoking weed, The Martin Company constructed a marketing campaign round these themes.
The company discovered that #DogeArmy was utilizing the marijuana-centric vacation 4/20 to carry Dogecoin above $1. AXE entered the dialog by tweeting a picture of a limited-edition AXE can with the Doge rocketing to the moon and the textual content: “If it will get to $1, we’ll make it occur.” Engaged customers responded by creating the rallying cry, “You may’t, however #DogeCan.”
The marketing campaign’s success is measured by:
- The tweet, which captured 13K new followers
- #DogeCan’s trending standing on Twitter
- 1,000+ limited-edition cans, which bought out in underneath one minute
- The spray meme and NFT
- Dogecoin’s +19% soar on launch day
- AXE’s social following’s 10% soar — the most important bump AXE had seen since 2016
For its skyrocketing success, the company was named a winner within the Twitter class of PR Every day’s Social Media & Digital Awards.
Congratulations to The Martin Company group of Danny Robinson, Ashley Marshall, Mik Manulik, Adam Goffstein, Lex Cabrera, Natalie Meyer, Gabe Davis, Drew Corrigan-Nunez, Gillian Merrill, Samad Hussain, Sharon Panelo, Stuart Hayhurst, Taylor Wiegert, Matt Kessler and Keith Gordon.
Kudos additionally go to the SuperJoy group: Matt Swieca, Ken Macy, Patrick Mack, McKay Bolden and David Freeman.