Creative campaigns
Dove
Be fearless, smell beautiful
Smell Finer, Get Closer
Smell Finer, Get Closer
Briefing
The AXE Fine Fragrance Collection is setting a new standard with deodorants with the scent of luxury perfume. Our goal was to make AXE the most talked-about brand among Gen Z, and to show that AXE Black Vanilla isn’t just a deodorant but helps them smell irresistible in the moments that matter.
Strategy
We’ve noticed that Gen Z is highly interested in the love lives of influencers. The rumors about Youtuber Koen van Heest (known from the Bankzitters) and superstar Roxy Dekker possibly being a couple were the talk of the town. Fans meticulously analyzed their videos and discovered that Roxy was wearing Koen’s sweater in one of her clips. Were they together? Social media quickly erupted with speculation about how Koen managed to attract yet another stunning woman. This presented the perfect opportunity for us.
Approach
In a playful, multi-part TikTok series, Koen finally revealed his “secret.” To build excitement, we created an announcement video where he acknowledged his followers’ comments and hinted at an upcoming reveal. This generated a wave of speculation, significantly boosting reach and engagement. Later, he shared his secret in an interview, confessing that he hadn’t always been successful with women. His friend Milo backed him up on this, and even Roxy admitted she initially wasn’t interested. So, what changed? The secret turned out to be Koen’s scent AXE Black Vanilla.
We measure brand impact
By utilizing humor and relatable characters like Koen and Roxy, we reinforced the message that AXE Black Vanilla makes you irresistible.
+
17.2
pts
+
9.2
pts
+
12
%
>
1
M
+
225
%
Influencers
Koen van Heest
Koen van Heest, a Dutch musician, YouTuber, entrepreneur and part of the famous group the bankzitters. This friend group turned their YouTube channel into a big success through engaging formats, initially focussing on gaming content. In 2021, the five friends formed a music group that hit the ground running, selling out their live shows across the country.
Country
NL
Followers
586K
01
Roxy Dekker
Roxy is a singer, songwriter and content creator who brings her musical talents in the spotlight. The 20-year-old has a beautiful voice and likes to share this with her followers, as she creates hit after hit. Roxy became a superstar in a very short period of time and festivals and club tours are sold out when she’s performing.
Country
NL
Followers
770K
02
How did our campaign drive success?
How did our campaign drive success?
Koen's sweater
Fans discovered that Roxy was wearing Koen’s sweater in one of her clips. Was this a confirmation? The comments exploded. How did Koen managed to get with yet another stunning woman?
01
Teaser
In response, we released a teaser in which Koen announced he would finally reveal how he keeps managing to win over such stunning women. We subtly hid his secret in the background, knowing his fans would inspect every detail of the video.
02
The reveal
The teaser went viral, sparking even more buzz and engagement. Two days later came the big reveal. In an interview-style setting Koen admitted he hadn’t always been successful with women. So, what changed? Simple: AXE Black Vanilla.
03
His secret
In the final video, we revealed the real reason Roxy had stolen his sweater. We see Koen spraying the now-viral sweater with AXE Black Vanilla. A scent so irresistible, even Roxy couldn’t resist it.
04
Cases
Cases