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Axe commemorates uniqueness with Instagram video series

By Brielle Jaekel

January 15, 2016

Unilever’s Axe brand is positioning itself as a component in males’s grooming habits with a series of 15-second videos providing fast styling tips, borrowing a page from the playbook for charm brands targeting millennial ladies. The male grooming brand is launching a video series on Instagram to promote its new Axe Advanced Collection, delivering answers to questions relating to primping for males, including pointers, tricks and tutorials. The content is tailored to encouraging males to concentrate on exactly what makes them special and to disregard rigorous masculinity rules of the past. Axing social pigeonholes Axe will be sharing a series of the 15-second videos on Instagram, which work as an online grooming guide series with recommendations on how men can develop their own specific appearance. The videos will answer common questions that males are looking for answers to online relating to fashion and pet grooming. Axe’s new video ad celebrates originality With each years comes brand-new fashion and grooming patterns
, and the popular pattern in modern fashion is to be yourself and express your very own special style. Axe’s’Instagroom’series is corresponding with this trend, as standard concepts of what is masculine have actually fallen by the wayside. The men’s item brand is also launching an online contest, available through mobile and desktop in which users go into to be discussed by

artist John Legend and to be included at SXSW or the Toronto International Movie Celebration. Ambitious filmmakers and music artists enter upon the online platform sending their work for the chance to win. John Legend is Axe’s newest brand ambassador A multiplatform video will be featured as a TV spot, on YouTube and other social media platforms. The vignette commemorates everyone’s uniqueness through physical and psychological elements that set him apartsuch as a huge nose, a love of heels

, dance moves or an intriguing fit rather than a stereotypical 6 pack that every man believes he requires. Axe mobile technique The brand likewise leveraged an in-store partnership with Walmart designed to draw in the brand’s young male audience with relevant music downloads on mobile as a reward for acquiring products( see more). Axe is moving away from titillation as a marketing method and its efforts to welcome mobile to win over a new

generation of young consumers will need a clear identity to be effective(see more). Brielle Jaekel is editorial assistant on Mobile Marketer and Mobile Commerce Daily, New York. Reach her at brielle@mobilemarketer.com.

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Axe commemorates uniqueness with Instagram video series

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