Marketing in 2017: Axe Looks to Instagram Influencers to Target Young Men
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By: Anton Capria
Axe wants to show young men that their hairstyling product can be beneficial to their style and overall look. In order to showcase their brand, Axe is working with thirty social media influencers for a huge Instagram push. In each post, the influencers express how their hair gives them confidence and how simple it can be to style by using Axe’s product.
Each influencer posted a humorous video that provided their audience with an authentic entertainment experience. Rudy Mancuso (or his character Alejandro Gomez) is just one of the influencers who participated in this campaign. His humor and stylish hair along with his 4.2 million followers makes him an attractive candidate for Axe’s campaign. Rudy posted a video for Axe where he explains how simple it can be to style his hair with their product. He makes it humorous and entertaining for his audience, almost to the point that it does not even seem like it is an ad.
Anthony Padilla was another influencer who participated in this campaign. Like Rudy, his humor shined through in his video where he explains how the product helped him to embrace his curls. The video received over 220K views on Instagram, giving Axe great exposure to his followers.
Although it can be difficult sometimes to reach a male consumer base for fashion and/or hairstyle products, Axe found a successful way to do so. By using male influencers, the company was able to place their product into the influencer’s content, creating an authentic and relatable experience for male viewers. Some men may find the hairstyling process to be long and unnecessary, but Axe uses these influencers to show how it is a very simple process and can make a difference in their overall style. This Axe campaign seems to have found much success through their viewership numbers, which should encourage brands with a similar problem to find their solution through influencers.
Check out some more of our favorite posts of the campaign below!
Dan Nampaikid trying a bunch of new styles:
David Lopez forgetting his pants:
Vincent Marcus answers the question all his followers are asking:
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