In the run up to earth day, AXE Canada created Axe Showerpooling, a Facebook based idea that asked guys to save water by inviting girls to share a shower with them. The more girls in the shower, the more water saved. Showerpooling wasn’t just environmentally friendly, it was all kinds of friendly.

AXE Showerpooling was launched 7 days before Earth day. We used the 11,000 AXE Facebook fans to spread the idea, and used banners, and PR to direct guys to the Showerpooling Facebook page. The page included a mock-serious, explanatory video, a Showerpooling “Water Savings Chart”, and water-saving tips from WFF. There were also Showerpooling badge pins for guys to use as Facebook profile pictures, enabling us to expose all their facebook friends to the idea. To spread the idea further, we helped guys flirt with girls by creating the ‘Start A Showerpool’ application. This allowed them to invite girls into their Showerpool. A Showerpooling ‘Introduction Service’ application also allowed guys and girls to be introduced to each other by a mutual friend; something they could not do previously on Facebook. Thanks to Showerpooling, AXE was able to deliver a credible environmental message on Earth Day and also remain true to their brand tone.

- A 2860% increase in AXE Facebook page views in just 5 days.- 690 new Facebook fans - an 1110% increase in 5 days.- The conversation around Showerpooling had a 96% positive sentiment.- 74,156 views of the Showerpooling video on YouTube video in 5 days.- The campaign met its target of achieving a $50,000 donation to WWF in the first 5 days.- 5 million media impressions in less than a week.