AXE Anarchy Island
The new AXE ANARCHY deodorant is created exclusively for courageous and extraordinary people. This is the first fragrance of the brand with a line for her, and we have told millions of guys and girls about its arrival to Russia with the help of an interactive campaign of unbelievable reach.
Objective
To attract audience’s attention to the new AXE product series – AXE ANARCHY deodorants for men and women.
Idea
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.
Решение
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.
Result
-
575586
Launching campaign LoveRevolution video -
1068106
Breaking News viral video -
4%
Masthead on February 14 - maximum CTR -
2264199
AXE Anarchy Island video announcement -
200000
Wiki posts in social networks -
280000
Promo website was visited -
70000
YouTube channel audience increased by -
1000200
3 hangouts with Max and Kate (Google Hangouts) -
4500000views 15 episodes of YouTube video show
Publications
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AXE sets up a reality show on the island
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