To attract audience’s attention to the new AXE product series – AXE ANARCHY deodorants for men and women.
At the beginning of 2014 we launched a major social network campaign. Viral videos, special projects, a banner devoted to the St. Valentine’s Day on the YouTube homepage, massive media support prefaced a long-awaited summer Anarchy Island promo campaign. An interactive website of the project, dozens of wiki posts and an effective video announcement drew attention of thousands of visitors.
Max and Kate organized video reports right from the Anarchy Island. 15 episodes of the new video show format increased the audience of the brand’s YouTube channel by 6 times. Google Hangouts and Post ads services were also used as effective promo platforms.
Moreover, in July we published the very first YouTube interactive banner in Russia to support the campaign. Every video hosting user could take a beach selfie using a web cam on the website homepage. The pictures could be viewed in a special gallery on the promo website.
Launching campaign LoveRevolution video
Breaking News viral video
Masthead on February 14 - maximum CTR
AXE Anarchy Island video announcement
Wiki posts in social networks
Promo website was visited
YouTube channel audience increased by
3 hangouts with Max and Kate (Google Hangouts)
4500000views 15 episodes of YouTube video show