An Innovative and Multisensory Activation
AXE set out to create a cutting-edge brand activation designed to resonate with Gen Z – an audience that is highly demanding, hyper-connected, and constantly looking for fresh experiences. This experiential marketing campaign went beyond traditional advertising by combining influence, digital storytelling, and live experiences. The result was an authentic and memorable connection, positioning AXE as a pioneer in the fragrance industry and a lifestyle brand that truly speaks to the next generation.
A 360° Strategy of Influence and Digital Engagement
To launch its new AXE Prestige Fragrance line, the brand partnered with ADMS to design a 360° activation strategy blending influencer marketing, digital platforms, and PR.
Three macro-influencers were activated simultaneously on TikTok and Instagram, producing content that engaged the senses while highlighting the premium qualities of the new range. A powerful collaboration with KONBINI, a leading youth media platform, amplified the campaign’s reach and credibility.
In parallel, AXE rolled out a targeted gifting strategy and PR actions, extending the buzz beyond social media and integrating the fragrance into the lifestyle and cultural codes of its Gen Z audience.
An Exclusive Immersive Event with Measurable Impact
To crown the campaign, AXE organized an exclusive experiential event at Warner Music in Paris, bringing together influencers, journalists, and cultural trendsetters. The evening featured a private showcase by renowned artists Ninho, B.B Jacques, and Mademoiselle Lou, blending music, fragrance, and culture into one unforgettable night.
The results were outstanding: over 21 million impressions, generated through 227 stories, 4 reels, 2 posts, and 3 TikToks, complemented by 27 press features dedicated to the campaign. This success reinforced AXE’s positioning as an innovative, bold, and culturally relevant brand — proving the power of experiential brand activation to create lasting impact.
