Axe Jackson

Challenge 

Whether it’s the rise of grooming subscription services, male cosmetics or influencers – the male grooming sector is undoubtedly booming. There is reduced stigma around men taking better care of themselves, and this is particularly true of Gen Z, AXE’s core target audience. They demand authenticity from brands and have open world views about gender and sexuality. The aim was to recruit young Gen Z males to the category by reinforcing AXE’s distinct POV on attractiveness and masculinity.

 Strategy

The nature of the body range plays on the curiosity of audiences to see if the unique combination of Leather & Cookies can be appealing. Mindshare determined that a partnership with a leading  and authoritative brand which resonated with this audience was necessary to deliver this message, daring them to try it out.

Execution

Gen Z consume music unlike any other generation. They discover music from social platforms such as Twitter and Instagram, and through algorithm-driven playlists personalised for them on streaming services. They have access to music as soon as it comes out. On social, they can interact with their favourite artists, post their favourite songs and publicise playlists for their friends. Music is powerful to young Gen Z because it represents Passion, Identity and Communication. Thus, a Spotify partnership was selected for this campaign as it offered us a true match with our audience’s interests and passions.

 

How did the idea come to life, what was MS contribution (700) 695

• To develop the strategy to reach the GenZ audience and spark their curiosity about the product and Leather & Cookies combination.
• Managing the partnership with Spotify and selecting ad formats to showcase the high-impact video creative. In this instance, video takeovers on desktop and sponsored sessions on mobile Spotify apps were selected to maximise performance across devices.
• Wider digital campaign targeting audiences on relevant channels i.e. Twitch and YouTube. Retargeting models also ensured we captured those with higher propensity to be interested.
• Oversee the brand lift study which utilised A/B testing to determine the effect of the campaign on the exposed group on Spotify.

 

Results 

Overall the campaign cut-through to the target audience, generating additional “buzz” around the brand and awareness for the new product. In addition, the campaign has helped to strengthen consumers’ perception of the brand as innovative. For the exposed groups, there was uplifts in Brand awareness (+135%) and ad recall (+645%). With Mindshare championing the same mindset and tone of voice as the creative assets, the campaign was successful in adapting and connecting with Gen Z audiences.