The Campaign

Introducing: The Axe Black Concept Store Series Three concept stores co-created and curated by 3 Axe Black Ambassadors. Each concept store featured unique items on sale that fit neatly with the Axe Black persona. The ambassadors – DJ Nix Damn P, actor Arjo Atayde and lifestyle blogger David Guison– competed with each other to mount the most beguiling Axe Black store experience and gain the highest sales as well. Held in over three legs from August to November 2016, the three ambassadors mounted their brick-and-mortar store for one weekend together with an online store for three weeks on Lazada.

Creative Execution

The Axe Black Concept Store Series was held over three legs from August to November 2016. Each ambassador mounted his onground store for one weekend, while his online store was running for three weeks on Lazada. During this time, the brand’s assets were also focused on supporting the highlighted ambassador. Nix, Arjo and David were asked to engage with four influential friends to help them mount everything about their concept stores, from merchandise, onground location, to digital marketing, and launch idea. They were tasked to sell ten different items that encapsulated their idea of understatement, or what they thought was essential to the Axe Black man’s complete look. Five of these products were mirrored in the Lazada counterpart. Each leg had an official opening on the first day, attended by members of the press and other influencers. Through the Axe Black Concept Store Series, each ambassador landed his distinct style.

Describe the success of the promotion with both client and consumer including some quantifiable results

Since the launch of the Axe Black Concept Store Series, the campaign has achieved 270k Euros in PR values (250% ROI) and 140M impressions over seven months – 25M for Nix, 35M for David, 30M for Arjo, 51M for umbrella campaign. In addition to these, the campaign led to sustained growth not only for the Axe Black variant, but also for the total brand: •  14% total brand growth •  79% growth for Axe Black •  +20bps share for total Axe •  2x market share for Axe Black *2016 vs. 2015 Overall, the Axe Black Concept Store Series allowed the brand to land a successful second year for its latest variant, paving the way for continued growth in 2017.

Explain why the method of promotion was most relevant to the product or service

AXE Black Concept Store Series tasked the 3 ambassadors to build their own concept stores according to their own styles as well as promote their unique items on Lazada online store.

Axe campaigns have always revolved around an understanding of the Axe guy. From crisp, new fragrances to intriguing activations like bespoke pop-up bars, the brand caters to a new generation of men who believe in the brand motto of ‘less effort, more style.’ In 2017, to launch its newest fragrance Axe Black, the brand took a step further by completing the entire lifestyle, from grooming to fashion, and now of course, to fragrance. We wanted men to realize that no matter their style, they can complete their look with Axe Black.