AXE presents:
NEXT G.O.A.T. SESSIONS
Briefing
Unilever's recent brief entrusted Storyboard with an exhilarating challenge for their esteemed personal care brand, AXE. The ambition is twofold: craft a captivating (local) big idea and influencer campaign that not only bridged the gap between AXE and Gen-Z guys in The Netherlands and Belgium but also championed the core values of gen-z culture and inclusivity.
Central to our campaign was the crucial objective of persuading young guys about the profound transformative effects of the 'AXE fine fragrance collection.'
Through our proprietary research solution SIA. we immersed ourselves in Gen-Z culture and identified the most influential opinion leaders, as well as our target audience’s aspirations, desires and interests. Armed with this knowledge, we set out to craft an authentic connection between AXE and the hearts of Gen-Z guys.
Approach
Our research revealed the significant impact of cultural touchpoints on Gen-Z's lives, with hip-hop emerging as the dominant pop culture in the Benelux.
We crafted a narrative that sparks fervent discussions and genuine brand engagement. Hip-hop's inclusive evolution, welcoming more female rappers, modern perspectives, and embracing diversity, aligned perfectly with Gen-Z's values of acceptance, inclusivity, and empowerment. It served as an ideal creative platform for our campaign.
AXE presents: NEXT G.O.A.T. SESSIONS
In this campaign we set our sights on the festival scene, a cultural melting pot where hip-hop's influence is at its zenith. This summer, we embarked on an exhilarating journey across Benelux festivals, where connected the 12 hottest upcoming hip-hop musicians with the festival audience, creating an electrifying fusion of music and culture. The performances captured during these festival activations are the heart of our mesmerizing TikTok campaign.
On a dedicated channel @nextGOATsessions, we invite millions of Benelux Gen-Z guys to embark on an exciting journey of discovery, immersing them in the world of new hip-hop artists and the captivating hip-hop culture, igniting their passion and fueling their enthusiasm. By collaborating with influential figures such as Ta Joela (NL) and Arno the Kid (BE), we maintain the authenticity of our campaign, celebrating diversity and fostering a deep connection with our target audience.
Results
The Next G.O.A.T. Sessions campaign, is in the midst of catapulting AXE to unprecedented heights of relevance, influence, and impact among Gen-Z guys. By embracing the vibrant hip-hop culture and celebrating inclusivity, we are touching the hearts of millions, positioning AXE as a brand that genuinely understands and champions the values and aspirations of Gen-Z.
Qualitative and quantitative results pending.