An Iconic Men's Grooming Brand Known for Bold Marketing
- ClientAxe
- ServicesMarketing · Customer Experience · Branding
- CapabilitiesBrand Transformation Strategy · Data mapping to user journey · Brand Ecosystem Experiences · Customer Experience
Code and Theory Developed Axe's Digital Hub for The Fresh-Men Campaign.
Axe is an iconic men's grooming brand known for bold marketing. Their collaboration with Marvel to create original characters for a custom comic mini-series called The Fresh-Men was just that.
Key Takeaways
Immersive digital hub boosts brand engagement.
Responsive design enhances user experience.
Transformed brand perception with innovative campaign.
Immersive Brand Transformation
The task was larger than a landing page. We had to support the call for a shift in brand perception (that had initiated the campaign) by creating a "fresh" format and visual treatment that could work within the Unilever constraints and the platform/AEM limitations. We had to use their components to build something immersive while connecting product awareness with engaging storytelling.
Creating an Immersive Ecosystem
We worked in close collaboration with Axe's media planning and social partners to build an ecosystem centered around our digital hub–creating micro experiences that highlighted different components of the campaign as it evolved over time.
The design was responsive and optimized for mobile users. It offered a deep dive on the character bios of the individual members of The Fresh-Men along with integrated modules for the video series, product plays, and the audio mixtape that was released for launch. Overall we created an immersive world for Axe X Marvel partnership that served to bring all of the campaign activations together holistically.
Achieving Exceptional Engagement
Shortly after launch we saw great success: 1/2 the bounce rate of the site average and 5X more time spent on site compared to other recent campaign landing pages.
What We Did
Digital Hub
Website
Content
Customer Experience
Let’s get to work. Start a conversation.
newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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