AXE Angels Club - Case Study (Facebook)


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AXE recently became one of the first brands in India to cross the 500,000 fan mark on their fanpage on facebook -

Here is a small case study highlighting the importance of a content plan. At the end of the day, it is not the no. of fans on your page which counts, but how the users are engaging with your brand on a daily basis.

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AXE Angels Club - Case Study (Facebook)

  1. 1. Case Study by Zapak’s Social Media Team<br />Axe Angels Club<br />
  2. 2. Summary<br />We’ve created one of India’s largest and most well engaged fan pages on Facebook.<br />Set up across 4 Social Networks (Facebook, Twitter, Orkut, BigAdda), the AXE Angels Club now reaches out to more than a million users on a daily basis.<br />Apart from Sales having increased in the Tier 1 and Tier 2 cities, we are now recognised as one of the most active Youth brands in India on the digital medium.<br />
  3. 3. Background<br />We wanted to give the users who played the AXE Inxtinct game a better and a more realistic brand experience! Hence we activated the 5 Angels from the game across Social Networks.<br />This gave us an opportunity to connect with users on a daily basis, rather than simply a 1 point interaction while playing a game or watching a TVC.<br />
  4. 4. Approach Strategy<br />Making the AXE Angels part of the daily lives of thousands of users.<br />Alisha – Fashionista, Film Critic<br />Sophia – The cute college chick<br />Rhea – The musical rockstar!<br />Simran – The hot Punjabi kudi<br />Tanya – The Gym Babe<br />Lydia – The corporate hottie<br />Kelly – The sexy bartender<br />Natalie – The bold Biker babe<br />
  5. 5. Execution<br />This club is run by the Angels. Currently we have 5 moderately active angels and 3 super active angels.<br />Over the course of last 9 months the Facebook page has really grown. Apart from the girls living and showing off the Sexy Axe Life - they connect with the TG on what would be interesting to them. i.e. Cricket, Football, Music etc.<br />There are regular contests, product sampling and surveys, TVC’s are released here before they hit the channels.<br />
  6. 6.<br />Highlighting the AXE Life!<br />Subtle Variant Promotion<br />Feedback / Consumer Insights<br />
  7. 7. Topical Conversations<br />During the IPL, each Angel supported a different team. This allowed us to maximise conversations and we used the IPL to our benefit! <br />Similarly during the Football World Cup, the Angels again supported different teams!<br />Guys love women who know their Sport! <br />Seen here:Sophia supporting RCB during IPL and Alisha gunning for Spain in the Football World Cup.<br />
  8. 8. Engagement<br />Posts on the Axe Angels Club get a ‘Feedback Rate’ of nearly 2%. <br />This is phenomenal as per regular FB standards and nearly 6 times the average.<br />Feedback Rate = Comments + Likes<br />We avoid thrusting the brand into the faces of the consumers 24*7, but once in a while the brand message is put out and people appreciate that too!<br />
  9. 9. Engaging Contests<br />Unique contests which help in viral and organic growth.<br />On the left: We got users to update their status on FB at exactly 1:25 pm! This was to drive the Rs 125/- (Price Cut Promo)<br />For AXE MusicStar,<br />We got users to take a picture of them with a note saying: I love AXE. XYZ is my MusicStar.<br />We got 200+ people adding their photographs. Some images in the next slide.<br />
  10. 10. UGC (User Generated Content)<br />Some entries from the AXE MusicStar Contest. We got 200+ entries in an hour!<br />Users sharing their love as we hit 300,000 Fans!<br />
  11. 11. UGC – Brand Evangelists<br />RJ (Our latest angel) released a remixed version of the MusicStar track on the club.<br />A user created a video featuring the angels using that track!<br />This of course in turn got a dozen other users to create and share videos!<br />
  12. 12. Apps + Games + Video Viral<br />An application for sending ‘Sexy’ virtual gifts.<br />A Fun Video Viral<br />Musicstar Game<br />On Facebook<br />
  13. 13. Results<br />450,000 Fans on FB!<br />Daily Post Views:<br />1.2 Million +<br />i.e. the posts made on the AXE Wall seen on Walls and News Feeds.<br />#3 In the list of Top 5 FB Fan Pages of India!<br />AAC on FB, Twitter, Orkut and BigAdda<br />= 1 Million + engaged users.<br />Did you know:If you add up the total minutes spent on AXE Angels Club on Facebook in the month of August it comes to – 49,650,000 minutes! That is nearly 50 Million minutes!<br />
  14. 14. Thank You!<br />