Challenge
It’s essential for AXE to continually recruit young guys as they move through their teen years and into early adulthood. We had to break through the barriers of Gen Z cool.
Idea
For the launch of new premium AXE fragrance range, we leveraged mutual interests of its talent, Lil Baby, and his fans, to co-create content they truly cared about – a new digital manga called ‘Shonen Baby’, only available for a limited time, exclusively to those who purchased an AXE fine fragrance in Walmart.
Results
The scent-sational campaign drove product sales, with Axe achieving:
8.1% more $ sales YOY
$19 Return-on-Ad-Spend for Genz vs $6 for total campaign.
Users spent 3:57 average, in the Shonen baby virtual world.
The manga download conversion rate hit 14%, versus +2% benchmark.
The campaign was Lil Baby’s #1 most engaging post.