Targeting a younger audience, albeit male driven, the hint of sassy projected by the Axe Angels and female promoters certainly paid off when sales more than doubled in most of the participating stores. The activation team rolled out a five-star plan comprising radio ads, in-store events and social media chatter which delivered the desired effect to the lucky winners who were given VIP treatment and pampered by their very own Axe Angels at a star studded VIP gala event in Harare.
The objective of any retail promotion is to convert the target audience to become a fan, a user and lover of your brand, to bring them closer to your product and to have them desire that product... The Axe effect, with the help of Oomph! Africa
, converted a few samplers to bonded users who are now in regular dialogue with the brand discussing the newest line of fragrances via social media.
On why the campaign was so successful, Rory Brien, MD Oomph! Africa
said, "Identifying with the audience, creating a campaign that is relevant to them and their needs and being Africa-specific is key to successful business in Africa. Our foremost objective was to reach out to as many young men as possible to at least try the product and then to convert them, which based on sales figures, we achieved."
The campaign saw many of Zimbabwe's hottest boys and girls call in to radio to share their stories or upload pictures of themselves with the 'Axe Angels' via selected social media channels. The interactive element of the promotion bode well for the targeted age group and with "on the spot prizes" instore, the instant gratification element of this demanding generation was a great incentive to purchase Axe.
Remember, the Axe guy always gets the girl!