ENGLEWOOD CLIFFS, NJ: Men's personal care brand Axe has launched a webisode series with Emmy nominee Max Greenfield to encourage guys to be confident.
The Unilever brand's “Finding Susan Glenn” six-episode web series is focused on the “universal” idea that every guy has a girl in his life, or a “Susan Glenn,” that has blown him away and “almost rendered him powerless to take action,” said Matthew McCarthy, senior director of brand development at Axe.
"We felt that there was a powerful opportunity to actually give life to this idea and shine a light on this timeless truth for all guys,” he explained. “Something that Axe has always stood for is helping guys and being an advocate and confidence builder for guys.”
Greenfield, who stars on the TV show New Girl and is directing the Axe web series, is adding a "playful aspect to the campaign," said McCarthy.He added that the series encourages guys to approach their dream girls without fear by following Greenfield's character on a quest for his Susan Glenn.
McCarthy said social media and PR are key elements to the initiative because it's about getting consumers, both men and women, talking about this subject.
“While we did shoot a TV commercial and that's doing well for us, it's the talk piece, the word-of-mouth, and the social that's really the centerpiece, because we're talking about something that is very much owned by guys and girls, not owned by Axe,” he explained.
Edelman, Axe's PR agency for 10 years, is working closely with Axe on a range of PR elements, including traditional outreach, such as print and broadcast, as well as blogger engagement and social media. Both the brand and Greenfield are tweeting about the campaign, said McCarthy.
Axe is also launching a grassroots component of the campaign where the brand's social media voices “Dan” and “Lauren” will go on a road trip across the US to help consumers approach their Susan Glenn.
While Axe has a few plans for the campaign over the next few months, McCarthy said the brand is most excited about seeing it take on “a life of its own” through consumer and social engagement.