Axe Angels ClubCase Study by Zapak’s Social Media Team

Summary

We’ve created one of India’s largest and most well engaged fan pages on Facebook.

Set up across 4 Social Networks (Facebook, Twitter, Orkut, BigAdda), the AXE Angels Club now reaches out to more than a million users on a daily basis.

Apart from Sales having increased in the Tier 1 and Tier 2 cities, we are now recognised as one of the most active Youth brands in India on the digital medium.

Background

We wanted to give the users who played the AXE Inxtinct game a better and a more realistic brand experience! Hence we activated the 5 Angels from the game across Social Networks.

This gave us an opportunity to connect with users on a daily basis, rather than simply a 1 point interaction while playing a game or watching a TVC.

Approach Strategy

Making the AXE Angels part of the daily lives of thousands of users.

Alisha – Fashionista, Film Critic

Sophia – The cute college chick

Rhea – The musical rockstar!

Simran – The hot Punjabi kudi

Tanya – The Gym Babe

Lydia – The corporate hottie

Kelly – The sexy bartender

Natalie – The bold Biker babe

Execution

This club is run by the Angels. Currently we have 5 moderately active angels and 3 super active angels.

Over the course of last 9 months the Facebook page has really grown. Apart from the girls living and showing off the Sexy Axe Life - they connect with the TG on what would be interesting to them. i.e. Cricket, Football, Music etc.

There are regular contests, product sampling and surveys, TVC’s are released here before they hit the channels.

Facebook.com/axeangelsclub

Feedback / Consumer Insights

Subtle Variant Promotion

Highlighting the AXE Life!

Topical Conversations

During the IPL, each Angel supported a different team. This allowed us to maximise conversations and we used the IPL to our benefit!

Similarly during the Football World Cup, the Angels again supported different teams!

Guys love women who know their Sport!

Seen here:Sophia supporting RCB during IPL and Alisha gunning for Spain in the Football World Cup.

Engagement

We avoid thrusting the brand into the faces of the consumers 24*7, but once in a while the brand message is put out and people appreciate that too!

Posts on the Axe Angels Club get a ‘Feedback Rate’ of nearly 2%. This is phenomenal as per regular FB standards and nearly 6 times the average.

Feedback Rate = Comments + Likes

Engaging Contests

Unique contests which help in viral and organic growth.

On the left: We got users to update their status on FB at exactly 1:25 pm! This was to drive the Rs 125/- (Price Cut Promo)

For AXE MusicStar,We got users to take a picture of them with a note saying: I love AXE. XYZ is my MusicStar.

We got 200+ people adding their photographs. Some images in the next slide.

UGC (User Generated Content)

Some entries from the AXE MusicStar Contest. We got 200+ entries in an hour!

Users sharing their love as we hit 300,000 Fans!

UGC – Brand Evangelists

RJ (Our latest angel) released a remixed version of the MusicStar track on the club.

A user created a video featuring the angels using that track!

This of course in turn got a dozen other users to create and share videos!

Apps + Games + Video Viral

An application for sending ‘Sexy’ virtual gifts.

Musicstar GameOn Facebook

A Fun Video Viral

Results

450,000 Fans on FB!

Did you know:If you add up the total minutes spent on AXE Angels Club on Facebook in the month of August it comes to – 49,650,000 minutes! That is nearly 50 Million minutes!

Daily Post Views:1.2 Million +i.e. the posts made on the AXE Wall seen on Walls and News Feeds.#3 In the list of Top 5 FB Fan Pages of India!

AAC on FB, Twitter, Orkut and BigAdda = 1 Million + engaged users.

Thank You!smm@zapak.co.in