Ben Rogers's recent articles
Axe’s plan for first real-time comic book creation successfully drives product buzz
Axe is calling on fans via Facebook, YouTube and Twitter to help write the world's first comic book created in real-time. The positive reaction, even in the early stages of the campaign, shows how effective an innovative social media approach can be in capturing fans’ imagination around a product range and brand.
Suggestions have already begun flooding in and WaveMetrix can reveal that the reaction has been overwhelmingly positive. The campaign has already driven consumers to discuss Axe’s products in a highly positive way and has helped to convey its “cool” and “fun” brand values. Axe’s campaign demonstrates how to successfully combine crowdsourcing and the use of an innovative social media idea to create excitement and a community of fans that celebrates a brand and its products.
- 44% are driven to discuss Axe products positively: The vast majority of consumers are driven to praise Axe products, describing them as “awesome”, “the best scent ever” and their “favourite”
- Over a quarter of discussion is around the marketing campaign itself: While a large proportion post neutral suggestions for the comic book, others praise the “awesome” idea and say they “can’t wait” to see how the comic book turns out
- Fewer discuss the Axe brand, but most who do are positive
- Fans discuss the marketing campaign and Axe's products: They are driven to discuss the “awesome” campaign and the “amazing” products that they “love”
- Consumers are getting involved in the campaign: They post their suggestions for the story and the characters