POSTMATES
DIABLO 4
EOS
AXE
TEXAS ROADHOUSE
PHOTOGRAPHY
About Me alyssamoreno.ad@gmail.com
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AXE: Body Spray
2023 BC Sprint Winner
STUDENT WORKThe Martin Agency asked us to get Gen Z men excited to go buy AXE in stores.
In the past AXE has pitched attraction as the best source of confidence. But, attraction certainly isn’t reliable for the pockmarked mid-puberty men who make up their core audience. We found a better source, and our strategy — Realign Gen Z men with the strongest source of confidence: their friends.
In the past AXE has pitched attraction as the best source of confidence. But, attraction certainly isn’t reliable for the pockmarked mid-puberty men who make up their core audience. We found a better source, and our strategy — Realign Gen Z men with the strongest source of confidence: their friends.
The Experience
STEP 1: Buy a can of AXE and scan the code.
STEP 2: Submit one of the current dares.
Dares and smaller prizes are rotated and awarded frequently, while the big ticket prizes are completely one-of-a-kind.
Dares and smaller prizes are rotated and awarded frequently, while the big ticket prizes are completely one-of-a-kind.
STEP 3: Win epic prizes and experiences.
These prizes allow AXE to insert itself into subcultures and build authentic social credibility.
These prizes allow AXE to insert itself into subcultures and build authentic social credibility.
Awareness: We tease the dares in stores...
...and promoted prizes with placements on TikTok, Snapchat, and YouTube Shorts.
Snapchat: Create a localized Discover Page to showcase participant videos.
YouTube: Influencer Content
Recommended Influencers:
Pitch Video:
CW: Ryan King
ST: Will Russell
ST: Sabelle Chambers
XD: Paul Noonan
XD: ShuHan Tu