| Title | AXE DIGITAL 2.0 |
| Brand | AXE / LYNX (UNILEVER) |
| Product/Service | AXE MALE GROOMING |
| Category |
B01. Websites |
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Entrant
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SAPIENTNITRO London, UNITED KINGDOM
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Idea Creation
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SAPIENTNITRO London, UNITED KINGDOM
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Credits
| John McHale |
SapientNitro |
Executive Creative Director |
| Yandis Ying |
SapientNitro |
Creative Director |
| Matt Drury |
SapientNitro |
Client Services Director |
| Mamthaz Bolwar Sinha |
SapientNitro |
Programme Lead |
| Marisa Parson |
SapientNitro |
Experience Design Mananger |
| Si Hill |
SapientNitro |
Design Manager |
| Ollie Evill |
SapientNitro |
Senior Designer |
| Jorge Garcia |
SapientNitro |
Senior Designer |
| Felipe Minella |
SapientNitro |
Senior Designer |
| Tom Bloomfield |
SapientNitro |
Senior UX Designer |
| Andrew Gonsalves |
SapientNitro |
Copywriter |
| Adam Hosfal |
SapientNitro |
Senior Account Director |
| Alexander Hains |
SapientNitro |
Senior Account Director |
| Ankit Singhal |
SapientNitro |
Front-end Development Lead |
The Campaign
Axe believes every guy has a unique thing, an attractive quality they should flaunt – not hide.
We created an online male grooming destination where men can find guidance and inspiration on their own personal style. A site that is as individual as the men it serves.
The way that we structured the content of the site is an important blend of navigational ease and guided discovery. From a mixture of analytics, user research and SEO search term analysis, we determine the areas that Axe’s users were expecting to find relevant content. The experience help facilitate intuitive navigation whilst also educating users in areas of confusion.
We started from understanding the wants and needs of young guys, what they search, what they discuss and the advice they seek.
Core AXE 2.0 experiences:
1) Normalise Grooming
2) Educate and raise awareness
3) Enable creativity
Creative Execution
Axe 2.0 is intuitive and enables the journey from inspiration to education. It has full of editorial content, to create a rich, engaging experience that offers more channels for incoming traffic (through social, sharing, SEO targeting etc.), and to reduce the bounce rate by encouraging users to continue their journey.
On Axe 2.0, user can:
• Find their magic through Magic Finder - a gamified diagnostic tool with personalized product/content recommendations
• Search for any style / topics across Hair, Fashion, Grooming and Culture.
• Learn about a style and their history– Inspiration and educational content around a style
• Learn step-by-step with 'How To' guides
• Get inspired through visual Lookbooks
• Read about Axe Culture – articles, stories and their social mission
• Read product usage tips from industry experts
• View product ingredients, ratings&reviews
• Purchase products•
• Talk to a virtual advisor
Axe 2.0’s launch started with the US market. The framework was designed to be able to roll out to 15 markets and local languages in the following 12 months - each with their own unique architecture, content strategy and individual market needs, helping millions of guys to find their magic.
With the site only launching in mid-October 2016, we don’t yet have any results, however we will be tracking a range of Attitudinal, Behavioural and Conversational metrics over the coming months.
We interrogated behaviours of 20+ males, their individual styling and grooming traits, consideration and reference points to identify nine distinctive behaviours. Each of these personas had their own unique challenges for interacting with the brand; the ‘Dude in Distress’ who typically seeks advice in the dark corners of online forums, ‘The Auto-pilot’ who had settled on a grooming routine and lacks the imagination or confidence to mix it up, to ‘The Peacock’ who loves to rock new looks and share them with his social media fans.
The site needed to deliver in a relevant and engaging way for each of our consumer personas. The architecture is built around needs and encourages exploration.
We have also defined new set of content principles. They’re Axe’s unique spin, useable advice designed to accommodate the mindsets and provide great value to the user, whilst maximising the potential of Axe’s current editorial offerings.