Briefing

AXE challenged us to develop an influencer campaign that authentically engaged Gen Z men in the Benelux, while aligning with their core values of inclusivity and self-expression. Our goal was to inspire a product upgrade by emphasizing the superior quality and allure of the new collection.

Strategy

We immersed ourselves in Gen-Z culture. Our research revealed that hip-hop is emerging as the dominant pop culture in the Benelux. We discovered the strong influence of local hip-hop artists, evidenced by the takeover of local hip-hop artist in the Spotify top charts in the Benelux.

The genre’s new scent has brought in a more modern take on the traditionally quite conservative culture with female rappers, queer icons, and a broader sense of inclusivity aligning with the brand values of AXE.

Approach

In response to this trend, we launched our campaign: The AXE NEXT G.O.A.T Sessions. We introduced a mobile AXE stage at various Benelux festivals, showcasing twelve emerging hip-hop talents. These artists performed on an intimate stage, directly engaging with fans competing to become the next hip-hop sensation. To keep the magic alive beyond the festival grounds, we shared their performances on our dedicated TikTok channel. Collaborating with TikTok influencers Ta Joela and Arno the Kid, we created content that reached millions of Gen Z men, immersing them in the world of hip-hop.