SlideShare ist ein Scribd-Unternehmen logo
1 von 9
Downloaden Sie, um offline zu lesen
 
Situation Analysis: Axe wanted to leverage the flirtatious behavior of guys and girls on St. Patrick’s Day by developing a Twitter microburst campaign with a theme inspired by the holiday and the classic “Kiss Me I’m Irish” phrase. They we’re looking to beat other brands to the punch by creating a campaign around St. Patrick’s Day which only left fifteen days from concept to launch. The goals were to:  - Demonstrate how Axe understands target’s lifestyle (new media)  - Show that Axe is a social brand  - Create fun ways for guys to engage
Strategy JB Chicago presented their proprietary concept of the Twitter Microburst, proven just a few weeks prior with its Valentwine campaign which received 1.5 million unique visitors in just a ten day period. For St. Patricks Day the concept was to use the “Kiss Me I’m Irish” moniker and turn it into tweets. Twitter users could then create their own “____ Me I’m ____” tweets for P2P interactivity. The compelling components were: - Tweets are user initiated (not spam)  - Humorous Twitter user generated content  - Competition - top down list with voting capability  - Twitter compatibility tool
Tactics •  Develop a Twitter Microburst- a 7-10 day marketing effort achieving mass traffic  •  Reach into Twitter’s API’s to develop compelling comparisons and rankings  •  The campaign would utilize a ‘landing page’, www.tweetmeImIrish.com, created by Axe, that allows Twitterers (Twitter users) to customize messages (Tweets) and send them to fellow Twitterers  •  Seed the campaign with key Twitter evangelists to help “spread the word”  •  Create a “sneezing” device to allow users to spread their message once created
Concept Step 1- Seed landing page URL Link to Twitter influencers.  We’ll tweet out “check out tweetmeimirish.com- its hilarious”
Step 2- Upon Arrival.  Users will be able to fill in the blanks and have the ability to tweet out from their account- @xxxxx says “ Rock  me, I’m  a hurricane ”- go to tweetmeimirish.com They will also have the ability to tweet anonymously from our account- @Luckytweet says “ Rock  me, I’m  a hurricane ”- goto tweetmeimirish.com This Creates a viral effect. One person tweets out to another, who then comes to the site and continues the cycle
Step 3- Competition: Users will have the ability to vote and tweet their vote on the “lines” they feel are the best. The top ten lines at the end of March 17 th  win a free Axe T-shirt This voting ability creates a sense of competition and engagement. They also have the ability to spread their vote virally through twitter.
Step 4- Comparison Users will have the additional feature of comparing who has the best chance at getting ‘lucky’. Upon the results they can tweet out the comparison as well as get ranked in the “who’s the luckiest” area. Using twitter’s API’s, a comparison ability creates a sense of competition and engagement. They also have the ability to spread their comparison virally through twitter.
[object Object],[object Object],[object Object],[object Object]

Weitere ähnliche Inhalte

Was ist angesagt?

Nivea Case Study- Presentation- Marketing Management- MBA
Nivea Case Study- Presentation- Marketing Management- MBANivea Case Study- Presentation- Marketing Management- MBA
Nivea Case Study- Presentation- Marketing Management- MBAVineethJose5
 
Brand Equity of Dove
Brand Equity of DoveBrand Equity of Dove
Brand Equity of DoveRidhima Arora
 
Brand Analysis of Cadbury Dairy Milk
Brand Analysis of Cadbury Dairy MilkBrand Analysis of Cadbury Dairy Milk
Brand Analysis of Cadbury Dairy MilkRahul Chanda
 
Digital Marketing Strategy for a Cosmetic Brand - Love Beauty and Planet (A U...
Digital Marketing Strategy for a Cosmetic Brand - Love Beauty and Planet (A U...Digital Marketing Strategy for a Cosmetic Brand - Love Beauty and Planet (A U...
Digital Marketing Strategy for a Cosmetic Brand - Love Beauty and Planet (A U...Abhishek Sinha
 
Digital Strategy For Nivea Cosmetics
Digital Strategy For Nivea Cosmetics Digital Strategy For Nivea Cosmetics
Digital Strategy For Nivea Cosmetics Antonnette Smith
 
Marketing strategy of dabur india ltd
Marketing strategy of dabur india ltdMarketing strategy of dabur india ltd
Marketing strategy of dabur india ltdAbhishek Keshri
 
Case Study LOREAL : Global Brand Local Knowledge
Case Study LOREAL : Global Brand Local KnowledgeCase Study LOREAL : Global Brand Local Knowledge
Case Study LOREAL : Global Brand Local KnowledgeLupita Thanaya
 
Sephora case study
Sephora case studySephora case study
Sephora case studyPooja Patil
 
L'Oreal Mini Case Study Presentation
L'Oreal Mini Case Study PresentationL'Oreal Mini Case Study Presentation
L'Oreal Mini Case Study PresentationNirdesh Madhani
 
Pond's re positioning
Pond's re positioningPond's re positioning
Pond's re positioningRonak Bang
 
Procter & gamble marketing strategy
Procter & gamble marketing strategyProcter & gamble marketing strategy
Procter & gamble marketing strategyanujtoma
 
Mortein case study mARKETING bRAND pOSITIONING
Mortein case study mARKETING bRAND pOSITIONINGMortein case study mARKETING bRAND pOSITIONING
Mortein case study mARKETING bRAND pOSITIONINGAnkit Sen
 
Marketing Case Study - Saffola Journey
Marketing Case Study - Saffola JourneyMarketing Case Study - Saffola Journey
Marketing Case Study - Saffola JourneySharad Srivastava
 
Consumer Behavior | FMCG Category | Comparisons on DEOS
Consumer Behavior | FMCG  Category | Comparisons on DEOSConsumer Behavior | FMCG  Category | Comparisons on DEOS
Consumer Behavior | FMCG Category | Comparisons on DEOSAnie Noorish Shaikh
 

Was ist angesagt? (20)

Nivea Case Study- Presentation- Marketing Management- MBA
Nivea Case Study- Presentation- Marketing Management- MBANivea Case Study- Presentation- Marketing Management- MBA
Nivea Case Study- Presentation- Marketing Management- MBA
 
Brand Equity of Dove
Brand Equity of DoveBrand Equity of Dove
Brand Equity of Dove
 
AXE STP
AXE STPAXE STP
AXE STP
 
Dove baby
Dove babyDove baby
Dove baby
 
Brand Analysis of Cadbury Dairy Milk
Brand Analysis of Cadbury Dairy MilkBrand Analysis of Cadbury Dairy Milk
Brand Analysis of Cadbury Dairy Milk
 
Digital Marketing Strategy for a Cosmetic Brand - Love Beauty and Planet (A U...
Digital Marketing Strategy for a Cosmetic Brand - Love Beauty and Planet (A U...Digital Marketing Strategy for a Cosmetic Brand - Love Beauty and Planet (A U...
Digital Marketing Strategy for a Cosmetic Brand - Love Beauty and Planet (A U...
 
Nivea
NiveaNivea
Nivea
 
Axe - HUL
Axe - HULAxe - HUL
Axe - HUL
 
Digital Strategy For Nivea Cosmetics
Digital Strategy For Nivea Cosmetics Digital Strategy For Nivea Cosmetics
Digital Strategy For Nivea Cosmetics
 
Marketing strategy of dabur india ltd
Marketing strategy of dabur india ltdMarketing strategy of dabur india ltd
Marketing strategy of dabur india ltd
 
L'Oreal BRANDSTORM 2020
L'Oreal BRANDSTORM 2020L'Oreal BRANDSTORM 2020
L'Oreal BRANDSTORM 2020
 
Case Study LOREAL : Global Brand Local Knowledge
Case Study LOREAL : Global Brand Local KnowledgeCase Study LOREAL : Global Brand Local Knowledge
Case Study LOREAL : Global Brand Local Knowledge
 
Sephora case study
Sephora case studySephora case study
Sephora case study
 
L'Oreal Mini Case Study Presentation
L'Oreal Mini Case Study PresentationL'Oreal Mini Case Study Presentation
L'Oreal Mini Case Study Presentation
 
Pond's re positioning
Pond's re positioningPond's re positioning
Pond's re positioning
 
Procter & gamble marketing strategy
Procter & gamble marketing strategyProcter & gamble marketing strategy
Procter & gamble marketing strategy
 
Mortein case study mARKETING bRAND pOSITIONING
Mortein case study mARKETING bRAND pOSITIONINGMortein case study mARKETING bRAND pOSITIONING
Mortein case study mARKETING bRAND pOSITIONING
 
Perfume
Perfume Perfume
Perfume
 
Marketing Case Study - Saffola Journey
Marketing Case Study - Saffola JourneyMarketing Case Study - Saffola Journey
Marketing Case Study - Saffola Journey
 
Consumer Behavior | FMCG Category | Comparisons on DEOS
Consumer Behavior | FMCG  Category | Comparisons on DEOSConsumer Behavior | FMCG  Category | Comparisons on DEOS
Consumer Behavior | FMCG Category | Comparisons on DEOS
 

Andere mochten auch

Unilever/Axe Case Study
Unilever/Axe Case StudyUnilever/Axe Case Study
Unilever/Axe Case StudyBrainMuffin
 
Redefining the axa brand
Redefining the axa brandRedefining the axa brand
Redefining the axa brandRam Anandan
 
Unfinished axe case study
Unfinished axe case studyUnfinished axe case study
Unfinished axe case studydeejqu1k
 
Presentation on Unilever (Axe & Dove)
Presentation on Unilever (Axe & Dove)Presentation on Unilever (Axe & Dove)
Presentation on Unilever (Axe & Dove)Rajat Nagar
 
Case Study on Axe and Dove (Unilever)
Case Study on Axe and Dove (Unilever)Case Study on Axe and Dove (Unilever)
Case Study on Axe and Dove (Unilever)ahmadfazal94
 
Revenge of the Axe Effect
Revenge of the Axe EffectRevenge of the Axe Effect
Revenge of the Axe EffectJonathan Huyghe
 
Axe brand dossier
Axe brand dossierAxe brand dossier
Axe brand dossierSRIRAM S.R.
 
Launching AXE for Women in India
Launching AXE for Women in IndiaLaunching AXE for Women in India
Launching AXE for Women in IndiaSoumitra Roy
 
Strategic Change In Apple Inc.
Strategic Change In Apple Inc.Strategic Change In Apple Inc.
Strategic Change In Apple Inc.dilwish
 
Consumer Behavior "AXE"
Consumer Behavior "AXE"Consumer Behavior "AXE"
Consumer Behavior "AXE"Devanshu Gupta
 
Dettol case- featured by NDTV Profit.
Dettol case- featured by NDTV Profit.Dettol case- featured by NDTV Profit.
Dettol case- featured by NDTV Profit.Siddharth Saxena
 
Presentation_The IMC of Axe Instinct
Presentation_The IMC of Axe InstinctPresentation_The IMC of Axe Instinct
Presentation_The IMC of Axe InstinctMai Oanh
 
Social media marketing in India – A Case Study
Social media marketing in India – A Case StudySocial media marketing in India – A Case Study
Social media marketing in India – A Case StudyKarthik Balasubramani
 
Amazon India ppt
Amazon India pptAmazon India ppt
Amazon India pptIkram Vora
 

Andere mochten auch (20)

Unilever/Axe Case Study
Unilever/Axe Case StudyUnilever/Axe Case Study
Unilever/Axe Case Study
 
Unilever Axe & Dove Case Study
Unilever Axe & Dove Case StudyUnilever Axe & Dove Case Study
Unilever Axe & Dove Case Study
 
Redefining the axa brand
Redefining the axa brandRedefining the axa brand
Redefining the axa brand
 
Unfinished axe case study
Unfinished axe case studyUnfinished axe case study
Unfinished axe case study
 
AXE_final_pdf
AXE_final_pdfAXE_final_pdf
AXE_final_pdf
 
Presentation on Unilever (Axe & Dove)
Presentation on Unilever (Axe & Dove)Presentation on Unilever (Axe & Dove)
Presentation on Unilever (Axe & Dove)
 
Case Study on Axe and Dove (Unilever)
Case Study on Axe and Dove (Unilever)Case Study on Axe and Dove (Unilever)
Case Study on Axe and Dove (Unilever)
 
Revenge of the Axe Effect
Revenge of the Axe EffectRevenge of the Axe Effect
Revenge of the Axe Effect
 
Axe brand dossier
Axe brand dossierAxe brand dossier
Axe brand dossier
 
Axe2012
Axe2012Axe2012
Axe2012
 
Brand study
Brand studyBrand study
Brand study
 
Launching AXE for Women in India
Launching AXE for Women in IndiaLaunching AXE for Women in India
Launching AXE for Women in India
 
Strategic Change In Apple Inc.
Strategic Change In Apple Inc.Strategic Change In Apple Inc.
Strategic Change In Apple Inc.
 
Digital marketing axe blast
Digital marketing   axe blastDigital marketing   axe blast
Digital marketing axe blast
 
Axe for rural market by kishlay
Axe for rural market by kishlayAxe for rural market by kishlay
Axe for rural market by kishlay
 
Consumer Behavior "AXE"
Consumer Behavior "AXE"Consumer Behavior "AXE"
Consumer Behavior "AXE"
 
Dettol case- featured by NDTV Profit.
Dettol case- featured by NDTV Profit.Dettol case- featured by NDTV Profit.
Dettol case- featured by NDTV Profit.
 
Presentation_The IMC of Axe Instinct
Presentation_The IMC of Axe InstinctPresentation_The IMC of Axe Instinct
Presentation_The IMC of Axe Instinct
 
Social media marketing in India – A Case Study
Social media marketing in India – A Case StudySocial media marketing in India – A Case Study
Social media marketing in India – A Case Study
 
Amazon India ppt
Amazon India pptAmazon India ppt
Amazon India ppt
 

Ähnlich wie Axe Case Study

Social Media Presentation2
Social Media Presentation2Social Media Presentation2
Social Media Presentation2Jasmeet Nagra
 
Social Analysis and Insight: Why Your Customer's Conversations and Social Obj...
Social Analysis and Insight: Why Your Customer's Conversations and Social Obj...Social Analysis and Insight: Why Your Customer's Conversations and Social Obj...
Social Analysis and Insight: Why Your Customer's Conversations and Social Obj...The Socializers
 
The New Marketing Reality: Visual Content
The New Marketing Reality: Visual ContentThe New Marketing Reality: Visual Content
The New Marketing Reality: Visual ContentLikeable Media
 
Uber Technologies Inc. Social Media Strategy
Uber Technologies Inc. Social Media StrategyUber Technologies Inc. Social Media Strategy
Uber Technologies Inc. Social Media StrategyZindzi Hamilton
 
Socialmediaforukinsurance
SocialmediaforukinsuranceSocialmediaforukinsurance
Socialmediaforukinsurancemelaniachj
 
Social Media For Uk Insurance
Social Media For Uk InsuranceSocial Media For Uk Insurance
Social Media For Uk InsuranceMarkmuir
 
Markham and Wells - Recap of Social Media Week: Chicago
Markham and Wells - Recap of Social Media Week: Chicago Markham and Wells - Recap of Social Media Week: Chicago
Markham and Wells - Recap of Social Media Week: Chicago StoneWard
 
Social Media Marketing Strategy for your Business in 2020
Social Media Marketing Strategy for your Business in 2020Social Media Marketing Strategy for your Business in 2020
Social Media Marketing Strategy for your Business in 2020Martin van Vliet
 
Unit 35 kieran davison new
Unit 35 kieran davison new Unit 35 kieran davison new
Unit 35 kieran davison new joliver1994
 
Gary Shochat - PAU Education - Web Strategy and Communication Action Plan for...
Gary Shochat - PAU Education - Web Strategy and Communication Action Plan for...Gary Shochat - PAU Education - Web Strategy and Communication Action Plan for...
Gary Shochat - PAU Education - Web Strategy and Communication Action Plan for...Web2LLP
 
PhocusWright seminar, From Social to Viral - november 16 2011
PhocusWright seminar, From Social to Viral - november 16 2011PhocusWright seminar, From Social to Viral - november 16 2011
PhocusWright seminar, From Social to Viral - november 16 2011SocialRadius
 
Social media & grassroots 2014
Social media & grassroots 2014Social media & grassroots 2014
Social media & grassroots 2014Sherry Bray
 
Lo1 analysing existing social media products
Lo1  analysing existing social media products Lo1  analysing existing social media products
Lo1 analysing existing social media products kieren1carmichael
 
Marketing In The Social Media Age
Marketing In The Social Media AgeMarketing In The Social Media Age
Marketing In The Social Media Agestuartmm
 

Ähnlich wie Axe Case Study (20)

Social Media Presentation2
Social Media Presentation2Social Media Presentation2
Social Media Presentation2
 
Social media marketing fundamentals
Social media marketing fundamentals Social media marketing fundamentals
Social media marketing fundamentals
 
10 great-sm-stories
10 great-sm-stories10 great-sm-stories
10 great-sm-stories
 
10 great-sm-stories
10 great-sm-stories10 great-sm-stories
10 great-sm-stories
 
Social Analysis and Insight: Why Your Customer's Conversations and Social Obj...
Social Analysis and Insight: Why Your Customer's Conversations and Social Obj...Social Analysis and Insight: Why Your Customer's Conversations and Social Obj...
Social Analysis and Insight: Why Your Customer's Conversations and Social Obj...
 
The New Marketing Reality: Visual Content
The New Marketing Reality: Visual ContentThe New Marketing Reality: Visual Content
The New Marketing Reality: Visual Content
 
Uber Technologies Inc. Social Media Strategy
Uber Technologies Inc. Social Media StrategyUber Technologies Inc. Social Media Strategy
Uber Technologies Inc. Social Media Strategy
 
Tommy Crossley Unit 35
Tommy Crossley Unit 35Tommy Crossley Unit 35
Tommy Crossley Unit 35
 
Socialmediaforukinsurance
SocialmediaforukinsuranceSocialmediaforukinsurance
Socialmediaforukinsurance
 
Social Media For Uk Insurance
Social Media For Uk InsuranceSocial Media For Uk Insurance
Social Media For Uk Insurance
 
Markham and Wells - Recap of Social Media Week: Chicago
Markham and Wells - Recap of Social Media Week: Chicago Markham and Wells - Recap of Social Media Week: Chicago
Markham and Wells - Recap of Social Media Week: Chicago
 
Social Media Marketing Strategy for your Business in 2020
Social Media Marketing Strategy for your Business in 2020Social Media Marketing Strategy for your Business in 2020
Social Media Marketing Strategy for your Business in 2020
 
Social Media Basics
Social Media BasicsSocial Media Basics
Social Media Basics
 
Unit 35 kieran davison new
Unit 35 kieran davison new Unit 35 kieran davison new
Unit 35 kieran davison new
 
Gary Shochat - PAU Education - Web Strategy and Communication Action Plan for...
Gary Shochat - PAU Education - Web Strategy and Communication Action Plan for...Gary Shochat - PAU Education - Web Strategy and Communication Action Plan for...
Gary Shochat - PAU Education - Web Strategy and Communication Action Plan for...
 
PhocusWright seminar, From Social to Viral - november 16 2011
PhocusWright seminar, From Social to Viral - november 16 2011PhocusWright seminar, From Social to Viral - november 16 2011
PhocusWright seminar, From Social to Viral - november 16 2011
 
Social media & grassroots 2014
Social media & grassroots 2014Social media & grassroots 2014
Social media & grassroots 2014
 
Lo1 analysing existing social media products
Lo1  analysing existing social media products Lo1  analysing existing social media products
Lo1 analysing existing social media products
 
Unit 35
Unit 35Unit 35
Unit 35
 
Marketing In The Social Media Age
Marketing In The Social Media AgeMarketing In The Social Media Age
Marketing In The Social Media Age
 

Kürzlich hochgeladen

MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 

Kürzlich hochgeladen (20)

MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 

Axe Case Study

  • 1.  
  • 2. Situation Analysis: Axe wanted to leverage the flirtatious behavior of guys and girls on St. Patrick’s Day by developing a Twitter microburst campaign with a theme inspired by the holiday and the classic “Kiss Me I’m Irish” phrase. They we’re looking to beat other brands to the punch by creating a campaign around St. Patrick’s Day which only left fifteen days from concept to launch. The goals were to: - Demonstrate how Axe understands target’s lifestyle (new media) - Show that Axe is a social brand - Create fun ways for guys to engage
  • 3. Strategy JB Chicago presented their proprietary concept of the Twitter Microburst, proven just a few weeks prior with its Valentwine campaign which received 1.5 million unique visitors in just a ten day period. For St. Patricks Day the concept was to use the “Kiss Me I’m Irish” moniker and turn it into tweets. Twitter users could then create their own “____ Me I’m ____” tweets for P2P interactivity. The compelling components were: - Tweets are user initiated (not spam) - Humorous Twitter user generated content - Competition - top down list with voting capability - Twitter compatibility tool
  • 4. Tactics • Develop a Twitter Microburst- a 7-10 day marketing effort achieving mass traffic • Reach into Twitter’s API’s to develop compelling comparisons and rankings • The campaign would utilize a ‘landing page’, www.tweetmeImIrish.com, created by Axe, that allows Twitterers (Twitter users) to customize messages (Tweets) and send them to fellow Twitterers • Seed the campaign with key Twitter evangelists to help “spread the word” • Create a “sneezing” device to allow users to spread their message once created
  • 5. Concept Step 1- Seed landing page URL Link to Twitter influencers. We’ll tweet out “check out tweetmeimirish.com- its hilarious”
  • 6. Step 2- Upon Arrival. Users will be able to fill in the blanks and have the ability to tweet out from their account- @xxxxx says “ Rock me, I’m a hurricane ”- go to tweetmeimirish.com They will also have the ability to tweet anonymously from our account- @Luckytweet says “ Rock me, I’m a hurricane ”- goto tweetmeimirish.com This Creates a viral effect. One person tweets out to another, who then comes to the site and continues the cycle
  • 7. Step 3- Competition: Users will have the ability to vote and tweet their vote on the “lines” they feel are the best. The top ten lines at the end of March 17 th win a free Axe T-shirt This voting ability creates a sense of competition and engagement. They also have the ability to spread their vote virally through twitter.
  • 8. Step 4- Comparison Users will have the additional feature of comparing who has the best chance at getting ‘lucky’. Upon the results they can tweet out the comparison as well as get ranked in the “who’s the luckiest” area. Using twitter’s API’s, a comparison ability creates a sense of competition and engagement. They also have the ability to spread their comparison virally through twitter.
  • 9.