The Campus Socialite Media was hired by the Edelman Group to increase online buzz for Axe's "Dirty Balls Campaign". They created a multi-phase social media campaign across blogs and websites in their Campus Network One. This included contests like "Dirty Statuses" and "Dirty Mad Libs" to generate engagement. Tracking showed the campaign increased video views, tweets, and reached over 3.5 million new people in two weeks. The Campus Socialite Media was able to successfully solve Axe's problem of not generating enough online buzz through a strategic, executed, and tracked social media campaign.

1. Success!
The Campus Socialite/Axe Case Study

2. Table Of Contents

3. Introduction
- The globallyesteemed
Edelman Group
approached Campus
Socialite Media to solve a
unique problem for their
longtime Fortune 150
client “Unilever.”

4. Introduction
‐ Their Axe Brand had a new creative marketing campaign
called “The Dirty Balls Campaign” that had been well
received on television by viewers, but was not generating as
much a buzz online as they liked. TCSM was tasked with
taking the cleverly worded campaign (videos, pictures and
written content) and soliciting user interaction across the
internet.

5. Client Goals Deliverables
1. Increasing exposure to the
Dirty Balls Video Series
2. Increasing the amount of
Twitter “followers” to the
“#Axe” account
3. Increasing natural
(unsolicited) brand
mentions across the internet.

6. Client Process
Discovery
Results/Key
Roadmap
Observa=ons
Tracking Execu=on

7. Step 1 Discovery
Discovery
- Axe was a special case. Normally CSM takes great pride in helping the brand identify;
how they are talked about online, what variables are most telling of brand sentiment on the
web, where the largest groups of current and potential brand fans reside on the web and
most importantly the best strategy for engaging these groups. This discovery phase has
been integral in not only creating the potential for a successful campaign, but the
information gathered by CSM has often been used to define best practices internally for the
clients going forward.
In this particular case Axe had up to date research identifying their web demographic, and
tracking what was being said about them. After sharing that information with our team, we
talked at length and ultimately agreed that the largest swath of current and potential Axe
fans resided on blogs, lifestyle websites and portals that catered to 18-30 year olds males
with interests in; sports, women, extroverted socializing and shock humor. Some client’s
fans are easier to identify than others. The client was perfect for our “Campus Network 1”

8. The Campus One Network
Campus One Network Statistics
- Blogs and Websites: 40
- Monthly Page Views: 9,827,800
- Active Twitter Followers: 91,200
- An Interaction Ratio: .015
All of our partners are vetted
and have done quality work with
us in the past.

9. Step 2 Strategy Road Map
Strategy Roadmap
With the clients input we narrowed our list of creative initiatives from sixteen to eight and
then discussed them with our highest volume network partner websites to determine the
highest level of engagement. Within 24 hours of the meeting we settled on the best four
ideas that would guarantee the most activity from our “Campus Network One.”
We broke our campaign it into two separate sets of initiatives to start with and an option
for an additional two. In this particular case we opted for a gradual roll out (3-5 partner
websites a day) of each initiative to insure fresh interaction and content every morning.

10. Step 2 Strategy Roadmap
Breakdown
Phase One Part 1: Axe Presents “Dirty Status Updates” (12/16/10-12/22/10)
- Dirty Statues: Using the @Axe twitter account we challenged people to create a better
innuendo based tweet than ours. Winners would be awarded client provided giveaways.
Phase One Part 2: Axe Presents “Dirty Mad Libs” (12??
- Blogs would give users two words to build a sentence with (hence reverse-mad-libs).
Users then would tweet their work and winners would be awarded client provided prizes.
Phase Two Part 2: Axe Presents “Dirty Photo Captions (1/12/10-1/19/10)
- Each day chosen blogs would publish a set of innuendo heavy pictures. User were
tasked to create the best implicit (no dirty words) captions for each image. Prizes were
give to the best.
Phase Two Part 2: Axe Presents “Prank Call Scavenger Hunt” (1/28/10-2/4-10)
- We created professionally done prank calls and posted them around the web. Users were
asked to watch the videos and answer very detailed questions.

11. Slide Title
Execution

12. Axe Presents Dirty Statuses
(12/16/10-12/30/10)
Assets Created:
1. Detailed instructions and implementation
guidelines document (example available upon
request)
2. Pre-written client approved article describing
the contest to readers as well as driving them
to action steps (Screen Shot)
3. Detailed proprietary real-time tracking
reports to help optimize campaign on the fly
(See tracking slide).

13. Axe Presents Dirty Statuses
(12/16/10-12/22/10)
Results:
Page Views Specific To Contest: Need More
Complete Page View Numbers
Twitter Shares: 276,972
Video View Increases Ranging from 38%-63%
(Average of 44%) in two weeks
Diggs: 187
StumbleUpons:2300

14. Axe Presents Dirty Madlibs
(12/16/10-12/30/10)
Assets Created:
1. Detailed instructions and implementation
guidelines document (example available upon
request)
2. Pre-written client approved article describing
the contest to readers as well as driving them
to action steps (Screen Shot)
3. Detailed proprietary real-time tracking
reports to help optimize campaign on the fly
(See tracking slide).
4. Delivery of prizes to winners

15. Axe Presents Dirty Madlibs
(12/16/10-12/22/10)
Results:
Page Views Specific To Contest: Need More
Complete Page View Numbers
Twitter Shares: 276,972
Video View Increases Ranging from 38%-63%
(Average of 44%) in two weeks
Diggs: 187
StumbleUpons: 2300
Bit.ly Email/IM Shares: 700
Total Reach: 3,500,000 new people in two weeks

16. Axe Presents Dirty Photo captions
(12/16/10-12/30/10)
Assets Created:
1. Detailed instructions and implementation
guidelines document (example available upon
request)
2. Pre-written client approved article describing
the contest to readers as well as driving them
to action steps (Screen Shot)
3. Detailed proprietary real-time tracking
reports to help optimize campaign on the fly
(See tracking slide).

17. Axe Presents Dirty Photo captions
(12/16/10-12/22/10)
Results:
Page Views Specific To Contest: Need More
Complete Page View Numbers
Twitter Shares: 276,972
Video View Increases Ranging from 38%-63%
(Average of 44%) in two weeks
Diggs: 187
StumbleUpons: 2300
Bit.ly Email/IM Shares: 700
Total Reach: 3,500,000 new people in two weeks

18. Axe Presents Prank Callin
(12/16/10-12/30/10)
Assets Created:
1. Detailed instructions and implementation
guidelines document (example available upon
request)
2. Pre-written client approved article describing
the contest to readers as well as driving them
to action steps (Screen Shot)
3. Detailed proprietary real-time tracking
reports to help optimize campaign on the fly
(See tracking slide).

19. Axe Presents Prank Callin
(12/16/10-12/22/10)
Results:
Page Views Specific To Contest: Need More
Complete Page View Numbers
Twitter Shares: 276,972
Video View Increases Ranging from 38%-63%
(Average of 44%) in two weeks
Diggs: 187
StumbleUpons: 2300
Bit.ly Email/IM Shares: 700
Total Reach: 3,500,000 new people in two weeks

20. Step 4 Tracking
Tracking
Using our proprietary “Campus Socialite Media Tracking Software” we track the following
in Realtime:
- Facebook (Fans, Keywords, Posts and Shares)
- Twitter (Tweets, Impact, Sentiment, Unique Authors)
- Blogs (Links, Distinct Domains, Traffic, Shares)
- Video (View Counts, Platforms, Comments, Users)
- Keywords
- Positive Sentiment
- Negative Sentiment
- Specific User Participation
- Trends
- All User Comments

21. Step 4 Tracking

22. Step 5 Results and Key Observations
Results/Key Observations
Using our proprietary “Campus Socialite Media Tracking Software” we track the following
in Realtime:
- Facebook (Fans, Keyowrds, Posts and Shares)
- Twitter (Tweets, Impact, Sentiment, Unique Authors)
- Blogs (Links, Distinct Domains, Traffic, Shares)
- Video (View Counts, Platforms, Comments, Users)
- Keywords
- Positive Sentiment
- Negative Sentiment
- Specific User Participation
- Trends
- All User Comments

23. Step 5 Results and Key Observations
Results/Key Observations
Using our proprietary “Campus Socialite Media Tracking Software” we track the following
in Realtime:
- Facebook (Fans, Keyowrds, Posts and Shares)
- Twitter (Tweets, Impact, Sentiment, Unique Authors)
- Blogs (Links, Distinct Domains, Traffic, Shares)
- Video (View Counts, Platforms, Comments, Users)
- Keywords
- Positive Sentiment
- Negative Sentiment
- Specific User Participation
- Trends
- All User Comments

24. Let The Campus Socialite Media Help You
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