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.

Our target was Men between 18-24 years, looking for products that boost their self confidence and make them feel their best.

Objectives:

Generate awareness and drive positive conversations about the brand:

~ Obtain at least 50,000 video views, 3,000 tweets and 3.5 million media impressions

Reinforce Axe brand reputation as the product that boost male's confidence and improve his personal appeal.

~ Create at least 50% of the impressions in our male target.

~ Obtain at least 50% of the impressions classified as positive towards the brand.

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.

We created a video where The Morning After Cuddling 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, as part of an electronic media kit that was downloaded from a QR code printed in the pillow packaging.

Influential bloggers and opinion leaders among the target also received the pillow/media kit.

Our target was also reached by direct contact in events where the Morning After Pillow was presented. Pictures of women using the pillow were used to create content and generate conversations in the brand's Facebook page.

Unilever's Axe is one of the most popular male grooming brands in the world. 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.

We analyzed our target attitudes toward our brand and category through the latest tracking studies. Research about their media usage showed their preference for online experiences. They are influenced by relevant online content, irreverence and humor. They are willing to share online content, especially in the most popular platforms in the Island, Facebook and Youtube.

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.

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 has to be found.