Axe is a real fragrance, with top, middle, and base notes. It changes over time. A whiff at the supermarket isn’t enough. We wanted male influencers to experience the fragrance journey for themselves.

We invited bloggers and influencers to the launch of the weeklong sampling event, and documented the launch on the Axe Philippines Facebook page. As of April 23, 2014, the post on the Axe Philippines Facebook page already had 765,869 impressions, 64,487 Facebook actions, and 102,348 Twitter impressions, amounting to a total of 868,226 digital impressions.