Axe: Social Branding + Content
Website, social content, videos
The situation:
Looking and feeling attractive is more complicated than ever. It’s more than smelling great—it’s about confidence, style, and individuality. We needed to position AXE as the grooming brand for guys in their 20s by helping them become the best versions of themselves and confidently express who they are.
The execution:
This new direction was a change for the Axe brand, as we used social as the launch pad for their new strategic goals. We began incorporating elements from AXE’s global 2016 look and feel into social content in late 2015 and launched new web destinations. Our focus has shifted from polished to relatable. We feature models with everyday imperfections, photograph spaces that feel lived in, and write witty and real copy.
