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AXE
AXE gives young guys the confidence to show up as themselves. From memes to anime to hyper-specific niche humor, we turn AXE’s confidence message into content found in rabbit holes guys are already obsessed with.
What started as an internet joke became a real AXE product. We took Emily Zugay’s chaotic AXE redesign from the feed to the shelf with a limited-edition AXE Axe Can, turning internet chaos into 316% sales growth at Walmart, 200K+ engagements, and 10K+ new AXE followers.
Winner in Social Commerce
Winner in Real Time Response
Advertising, Media & PR - Best Shopping or Social Commerce Campaign - Shortlist
When Gen Z guys needed their rizz back, AXE handed the keys to its social account to the one guy they’d actually want dating advice from: Pete Davidson. By letting a famously offline social star show up live and uncensored, we turned his absence from social into the campaign’s biggest hook, driving 14M views, 250% follower growth, and an 860% increase in profile visits.
From Pete Davidson's actual Instagram Story takeover on AXE's account, we had over 500 questions submitted, 14M channel views, 25K engagements, and over 3K new followers.
Teen boys are obsessed with aura farming. So naturally, we built an AXE Aura Farm where fresh scents are grown straight from the source. We took AXE from farm to pits and put a whole new meaning behind “cultivating your aura.”
We discovered a huge subculture of AXE’s audience lives deep in the anime corner of the internet. Whenever we tap into the niche conversations they’re passionate about, engagement goes through the roof. By proving AXE knows the lore, the references, and the deep cuts, we earn serious aura points and turn one of the internet’s biggest fandoms into a reliable recipe for winning social content.
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