Unboxing the Success of Axe as a Personal Marketing Brand
Axe, a personal care brand that revolves around fragrances and grooming, is one of the most popular brands in its niche and has managed to create a cult-like following over time. However, the success of Axe can be credited to more than just its products, as it’s their distinctive marketing strategies that have caught the attention of many. In this article, we will break down the key marketing tactics that have contributed to Axe’s success.
Introduction
Axe, formerly known as Lynx in the United Kingdom, was launched in 1983 by Unilever and was initially marketed as a premium grooming brand for men. Its target demographic at the time was adult men who were looking to enhance their fragrance game. However, in 2002 Axe underwent a rebranding and shifted its focus to young adults aged between 18 to 24.
The Power of Branding with a Unique Identity
Axe’s rebranding efforts were unique because of their introduction of a concept they coined as ‘The Axe Effect’. This concept was based on the idea that using Axe products would increase the appeal of men to the opposite sex and make them feel more desirable. This idea was brought to life through their ubiquitous and edgy advertising campaigns that resonated strongly with its target demographic.
Axe leveraged both digital and traditional media to reach out to its audience. Axe’s creative campaigns depicted men using Axe products being swarmed by women, emphasizing the connection between attractiveness and Axe usage. Additionally, Axe was also known for sponsoring parties and events targeted towards young adults, cementing its coupling with the youth culture.
Creating a Reigning Social Media Presence
Axe has managed to create a thriving social media presence by exuding confidence through witty and humorous responses to consumers, tapping into the millennial persona and showcasing relatable content. Axe frequently uses its award-winning social media strategy to connect with its audience, which primarily consists of young adults. The brand’s Instagram handle has approximately 651k followers, where the brand posts user-generated content highlighting the experiences of individuals with Axe products.
Axe also regularly collaborates with influential social media figures to promote their products. By selecting popular Instagram influencers whose following is largely composed of Axe’s target demographic, the brand can extend its reach and visibility exponentially.
Giving Back To Their Community
Axe has engaged in philanthropic work on various occasions, such as its partnership with Peace One Day to deliver a series of seminars focused on conflict management in Afghanistan in 2010. Through such endeavours, Axe solidified itself as a brand that advocates change while still remaining relevant to its audience. By doing this, Axe has expanded its reach and popularity beyond simply selling products to young adults, further influencing social change.
Conclusion
In summary, Axe’s success can be attributed to its use of unique branding tactics that emphasize achievement, the company’s understanding of social media, and an inclination towards philanthropic ventures. By taking these steps, Axe has solidified itself as a brand that resonates with its key target demographic. Axe’s marketing strategy stood the test of time, and the brand has come to represent a certain lifestyle and ethos.
