An innovative activation combining influence, digital, and exclusive events
A campaign that meets the expectations of Gen Z, where every element was designed to capture the attention of this demanding and hyper-connected audience. The immersive and multisensory approach helped create an authentic connection with young consumers, further solidifying AXE’s position as a pioneering brand in the fragrance world.
A 360° campaign for the AXE Parfum Prestige launch
To support the launch of its Parfum Prestige line, AXE collaborated with the ADMS team to create a 360° activation campaign blending digital, influence, and public relations. This ambitious strategy included three macro-influencers activated simultaneously on TikTok and Instagram, with content designed to directly engage Gen Z through a sensory narrative around the fragrances and an exclusive invitation to the AXE GOAT PARTY.
The campaign also benefited from a partnership with KONBINI, a key media outlet for younger generations, to amplify the brand’s message. In parallel, a targeted gifting campaign and PR actions were carried out to extend the experience beyond the digital realm and embed the product line within the lifestyle and music culture of its target audience.
An immersive event with an exclusive showcase
To mark the return of its physical events post-AXE Festival, the brand aimed to make a strong impact by organizing an exclusive evening in the heart of Paris, at the Warner Music offices. An iconic venue, carefully selected guests – influencers and journalists – and a musical lineup worthy of the event.
Ninho, B.B. Jacques, and Mademoiselle Lou delivered an exceptional private showcase, creating a moment suspended at the crossroads of music, fragrance, and culture. An immersive experience designed to leave a lasting emotional and media impact.
And the results speak for themselves: over 21 million impressions generated by 227 stories, 4 reels, 2 posts, and 3 TikToks. The media coverage was also impressive, with 27 press features dedicated to the campaign.
