Results and Effectiveness

Relevant content in an environment that has a young man’s full attention, showed fabulous results:-  1.54 million video views, with 60% audience retention  40% views on-the-move, via mobile  1 million+ likes on Facebook & YouTube  27,45,696 minutes of AXE content viewership or 5.2 years of time Millward Brown indicated a 400 bps growth in #1 Ally in Mating Game credentials – 78% 82% Making AXE Chickipedia India’s most successful Made-For-YouTube-Show! Successful enough for our brothers across the border to copy it – BACHIPEDIA on ARY Digital’s YouTube channel! http://www.youtube.com/watch?v=OPa6b5C8ugw

Creative Execution

We partnered with Bindass - India’s leading youth channel, to script content in a humorous tone that young men have seen from AXE for over a decade. Every episode had segments highlighting AXE’s view on common mating game issues through AXE CODE, AXE CHICKIQUOTE and AXE CHICKTIONARY. We gave viewers a chance to share their own mating game experiences and the funniest ones became an AXE CHICKIPEDIA episode. Eventually, 40% of our episodes were made from viewer stories. With no offline promotions, we went digitally ballistic to build awareness. AXE’s 3.9 million & Bindass’ 2.3 million strong Facebook communities, along with YouTube and Twitter assets became the seeding ground. With the show’s increasing popularity, we organized Google Hangouts mating game sessions with the show’s lead protagonist. Every 6 weeks we pushed an interactive Mobile and YouTube game to gratify guys who have learnt how to handle women – AXE STYLE.

Insights, Strategy and the Idea

AXE operates in a category filled with clones plying a bolder seduction message, leaving AXE with no differentiator. Hence, our goal was reinforce AXE’s credentials as a young man’s #1 ally in the mating game! For a 16-24 year old young man, his friends, entertainment and girls are of highest priority. With limited entertainment content available on TV outside of sports and youth reality, he spends 37% of his time online. Entertainment contributes to 26% of this time. YouTube is the #4 channel in India and his staple for entertainment. 53% of his time spent on YouTube is on viewing Comedy based video content. Hence, we created a new destination for young men looking for the edge in the mating game – AXE Chickipedia, an entertaining webisodic series around a young guy and the funny situations he faces in the mating game!