Brief Explanation

Created a series of story stories about men called “Break the Stereo”. This partnership focused on profiling those millennial Indonesian men who broke the taboos of choosing their passion over stereotypical jobs, they are: 1. Siko Setyanto – ballet dancer 2. Rahung Nasution - nomadic food enthusiast 3. Toton Januar – fashion designer. In each episode, the protagonist expressed their journey of daring to break the stereotype and follow their passion. The journey was tough but they believed in themselves and stood by their choices of being a ballet dancer, a food enthusiast and a fashion designer.

The Campaign

Today, Indonesian millennial men are ambitious to stay distinct and stand out in the crowd which makes them very different from the earlier generation. They choose to work on something that they are passionate with, rather than chasing things that define the societal norm. With high adoption of smartphone and digital savvy behavior, they get exposed to a lot of things online which shaped some of the choices they make as individual, especially to their carrier choices. These men are now moving away from the normal course of profession like a day job at government offices or normal day services to creating something of their own –food enthusiasts, social influencers, content creators, etc. Therefore, The idea was to celebrate these men who have defined the norms of masculinity – of what men should do and be, and provoke the Indonesian millennial men to take the untrodden path to realize their passion.

Creative Execution

AXE collaborated with one of the millennials publisher partner to create a series of story stories about men called “Break the Stereo”. This partnership focused on profiling those millennial Indonesian men who broke the taboos of choosing their passion over stereotypical jobs, they are: 1. Siko Setyanto – ballet dancer 2. Rahung Nasution - nomadic food enthusiast 3. Toton Januar – fashion designer. In each episode, they expressed their journey of daring to break the stereotype and follow their passion. All episodes were hosted only on our partner platforms across YouTube, Facebook and Instagram – the top mobile led social channels. Each video had a 4-5-minutes story and was hosted with a one week lag between them across their channel. Before the long form video live, we always bring the short form video comes first as a trailer in FB and IG.

Within the three weeks, the three videos achieved a mobile videos views of 1.1 million. This was 125% more than what was planned for across the three weeks. This resulted in 2.8 million impressions and 17.5 clicks (CTR of 0.84% for our un-branding videos – higher than the norm of 0.5%) and over 13,600 conversations. The collaboration successfully moved mind measures for the brand by not only helping increase the brand awareness by 11% but also key imageries that Axe wanted to build a strong association with • 2% increase in ‘Make you feel attractive to others’ • 11% increase in the claim ‘ axe is known for having the best fragrances’

As with our purpose to break the stereotype for men, we realize that we need to speak to them as authentic as we can. We also know that men will be more emotionally connected to the unbranded content. Therefore as a number one male millennial brand in Indonesia, AXE took this tension and decided to persuade Indonesian millennial men to take a stand against the labeling and decided to bring them the story with purpose to : 1. Realize Indonesian men that masculinity nowadays have changed from one definition to many 2. Show Indonesian men some unique point of view about masculinity 3. Touch them emotionally trough the video that will encourage them to find their magic and follow their passions