ENGLEWOOD CLIFFS, NJ: Unilever personal care brand Axe has boosted its interaction with women after launching a line of products targeting them last month.
To promote its “Anarchy for Him and Her” line, Axe is focusing on women for the first time by using a blend of traditional PR strategy and social media engagement, said Barret Roberts, Axe senior brand manager at Unilever.
“The Axe brand is about the attraction between guys and girls, and our products are already enjoyed by both,” he added. “On Facebook and Twitter, roughly one in four of our 2.7 million-plus fans are female.”
Roberts said Axe has reached out to women's media for a long time to increase consumer excitement for its men's products, but this is the first time the brand is targeting outlets like Marie Claire, Elle, and Allure with a product specifically created for their audiences.
Edelman, Axe's US AOR for 10 years, has worked with the brand to develop strategic communications strategies for the campaign, which are part of a larger integrated marketing effort including advertising, media buys, in-store marketing, and social media engagement, said Roberts.
The brand also sent pre-launch samples to journalists and bloggers and invited them to a launch party. It also teased consumers on Facebook and Twitter, said Roberts. As soon as the campaign launched, Axe spread the word on social media so consumers could sign up to receive samples.
The unit also showcased the “Anarchy: The Graphic Novel” user-generated video on YouTube, which involved six of the brand's biggest fans on social media. Axe has incorporated more than 20 consumers into the graphic novel in both major roles and minor appearances, added Roberts.
He added that the strategy “creates unique, crowd-sourced content and puts Axe fans in the front seat.” Roberts said the campaign has so far “exceeded” initial projections.