Earlier in the year, we launched an online film to 14-24 yo males about the cleaning power of the Axe Detailer and Axe Shower gel. In order to breakthrough, we knew we needed a message that was just as edgy and funny as the content our target consumes online. So, we made a film that told guys the Axe Detailer, “Cleans your balls.” The film was a success, and we needed to keep the dialog going. Even though the film got a positive response, there was the occasional negative comment referring to the numerous sports equipment double entendres in the film. As a result, we decided to create a mock press conference to address these concerns in a humorous way. The press conference film yielded more tongue-in-cheek double entendres and generated it’s own flood of online views and buzz. To gain more exposure for the second film, we ran a shorter version the film in cinema.

Even though the online film got a positive response, there was an occasional negative comment referring to the numerous sports equipment double entendres in the film. Already looking for ways to keep the dialog going, we took this as an opportunity to respond. As a result, we created a mock press conference to address these concerns in a humorous way.

To launch the press conference film, we placed it in an environment where we knew people would appreciate the mock news style. We sponsored the Jon Stewart and Stephen Colbert Rally online and used the sponsorship to drive to our film. We then seeded the film with bloggers and placed it on other video viewing sites that we knew our target frequented.

During the Comedy Central Rally, the Press Conference Film received a spike in views that set us towards over 2 million pre-roll views in the days to follow. By years-end the original film achieved over 15 million views and was named the most buzzed about online film of 2010 by Zeta interactive.

Additionally, Detailer sales increased by 17 % vs the previous year when the campaign was in market. Also, guys 11-24 reported using more shower gel (56% 2H 2010 vs 49% 2H 2009) and less bar soap (47.6% 2010 vs 52% 2009) versus the previous year.