AXE I - INSTAGRAM CONTENT STRATEGY
Global Instagram content strategy for Axe Body spray.
Our Brief was to make AXE the coolest and best performing Instagram channel within the Unilever network. Adapting the global rebrand and living up to their “real guy” positioning in the social space.
To achieve this we created an iterative content framework, powered by a suite of templatable assets that enable us to weave co-created influencer content with socially optimised adaptations of branded coms, sponsorships and experiences. Interconnecting all potential content streams under a single strategy powered by a pipeline of platform agnostic assets and fit for platform templates.
Creating months’ worth of content with over 30 assets with each influencer on a single shoot and spending our cash on post-production instead of convoluted shoots.
Highlights
Best social performing channel within Unilever. -400% qualitative audience growth in the first year.
Iterative strategy two years running (and counting).
Global Integrated production content strategy and post production framework .
Playbook and template toolkit in perpetual optimisation.
Leveraged IG stories engagement algorithm to improve overall performance of the channel through sequential stories engendered to maximise engagement cues.
