Brief Explanation

In a category filled with AXE clones plying a bolder seduction message, left AXE with NO DIFFERENTIATOR. Hence, our goal was to stay differentiated and give young men, new refreshing reasons to be his “#1 Ally in the mating game”. With close to 30% increase in Time spent on online videos over last year, it was clear that young guys are looking for content that they can relate to in the digital space. 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! We decided to partner with India’s leading youth channel ‘Bindass’, who understood the pulse of the young Indian male. We scripted content in a very 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 the AXE CODE, AXE CHICKIQUOTE and AXE CHICKTIONARY. With no offline promotions, we went digitally ballistic to build critical awareness. AXE’s 3.9 million strong & Bindass’s 2.3 million strong Facebook communities, along with YouTube and Twitter assets became the seeding ground. To build participation and engagement, 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 26 episodes were made from viewer stories. 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 – The AXE STYLE. Results: AXE CHICKIPEDIA engaged with young men in an environment that has his full attention, showing 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 from 78% 82% Making AXE Chickipedia India’s most successful Made-For-YouTube-Show! AXE YouTube channel got 1.54 million video views, worth $90,000 in paid media. Out of these, 40% came from the handheld devices. Axe added over 1 million organic fans on their Facebook page, worth $60,000. The content became one of the most viewed and shared content on YouTube, making it trend on the YouTube homepage.