This PR effort was focused on reinforcing brand image and reputation, using a creative approach to reach non paid media and influencers, resulting in positive conversations, virality and engagement from our target.

In Puerto Rico, the brand proposition had become predictable and the credibility of the Axe effect was lagging according to brand tracking indexes. A new generation of our core target was lacking of a strong engagement with the brand. We saw the need to reconnect with them and reinforce our brand's image by generating awareness and driving positive conversations about the brand to counteract this perception.

Looking for ways to take the Axe promise to a higher level, we developed an idea that proved the extreme result of using the product: The Morning After Cuddling effect. We created a video where the effect was dramatized and the solution presented. An inflatable pillow shaped by a male's torso and embracing arm replaces the guy while he regains freedom. The film was uploaded to YouTube. Real pillows were distributed to local media outlets that appeals to our target and our target was also reached by direct contact in events where the Morning After Pillow was presented.

The video became viral within hours and generated over 250,000 views, The Axe Morning After Pillow was reviewed in over 300 influencing blogs, generating over 10,000 Twitter Mentions and over 12.7 million media impressions. 60% of the mentions were ranked as positive for the brand and 10% as neutral.

Looking for ways to take the Axe promise to a higher level, the idea proved the extreme result of using the product: The Morning After Cuddling effect.

The Axe effect is so powerful and long lasting, that men get trapped by a permanent cuddling need from women, almost impossible to break. A solution for that attachment had to be found.

The effort focused on reinforcing brand image and reputation and used a creative approach to reach non paid media and influencers, resulting in positive conversations, virality and engagement from our target.

Output/Awareness:

The video became viral within hours and generated over 250,000 views.

The new Axe effect was reviewed in more than 300 blogs.

10,000 mentions in Twitter were generated.

The effort obtained 12.7 million media impressions.

Knowledge/Consideration:

Our male target generated 65% of the impressions obtained.

They were responsible for the 78% of the tweets about the brand effort.

60% of the mentions were ranked as positive for the brand and 10% as neutral.