AXE Always On Campaign 2025
Results
0
+
Total KOCs
0
M+
Total Views
Strong engagement driven by:
⦿High creator diversity.
⦿Repetitive exposure across multiple audience clusters.
Objective
⦿ Launch AXE Deodorant / Body Spray as a premium fine fragrance deodorant that delivers both long-lasting odor protection and distinct personal scent identity.
⦿ Drive strong awareness and trial among Gen Z & young Millennials on TikTok through high-volume KOC seeding.
⦿ Position AXE as a daily confidence booster for social moments: going out, dating, nightlife, and everyday interactions.
Insights
⦿Young consumers no longer choose deodorants only for odor control, but for personal vibe and scent personality.
⦿Scent stories framed around night vibes, attraction, and individuality outperform functional-only messaging.
Strategy
Deploy a high-volume KOC strategy ( 70+ KOCs) to maximize reach, diversity of styles, and algorithmic amplification.
Split creators into two core attraction clusters:
⦿ Stylish / good-looking male creators with a strong personal vibe.
⦿ Attractive female creators whose audience is predominantly male
Tactics
Creator Seeding at Scale:
⦿70+ KOCs across TikTok, ensuring content volume and frequency.
⦿Mix of micro & mid-tier creators to optimize CPM and organic reach.
Platform Optimization:
⦿ TikTok-first formats (short hooks, visual-led storytelling).
⦿Strong opening 3 seconds with visual attraction & mood setting.
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Differentiators
⦿ Unique Gen Z language “thịtttt” → authentic, viral by nature.
⦿ Blending real products with real emotions — no gimmicks.
⦿ A gratitude campaign that still drove footfall & store experiences.
