AXE continues to strengthen its positioning amongst Indonesian male millennials. Last year Axe focused on creating an engaging web series, targeting Indonesian men to inspire men to pursue their “magic”, their passion in life. This campaign was delivered purely through a mobile video led experience across multiple platforms. This year Axe aimed to continue to build its relationship with Indonesian millennial men by challenging society’s expectations of Indonesian men.

Axe wanted to provoke its audience and make them find their magic, regardless of what society may say.

AXE collaborated with one of the millennials publisher partner to create a series of story stories about men called “Break the Stereo”. This partnership focused on profiling those millennial Indonesian men who broke the taboos of choosing their passion over stereotypical jobs, they are:

1. Siko Setyanto – ballet dancer

2. Rahung Nasution - nomadic food enthusiast

3. Toton Januar – fashion designer.

In each episode, they expressed their journey of daring to break the stereotype and follow their passion. All episodes were hosted only on our partner platforms across YouTube, Facebook and Instagram – the top mobile led social channels. Each video had a 4-5-minutes story and was hosted with a one week lag between them across their channel.

Before the long form video live, we always bring the short form video comes first as a trailer in FB and IG.