It all started with a now famous tweet: “If it gets to $1, we’ll make it happen.” AXE first teased the idea of the limited-edition Dogecan on DogeDay 2021 with a tweet from their social team promising to release a Dogecoin themed scent if Dogecoin hit $1. As promised, the AXE team delivered, dropping their limited edition Doge-inspired body spray, selling out 1,000 Dogecans in under 10 minutes.

AXE re-created the campaign in April 2022, partnering with SmartMedia Technologies to power the drop which offered 100 limited-edition in real-life Axe Dogecan deodorant sticks for fans to purchase using brand proprietary Dogecoin.

The objective to leverage the organic buzz generated by Axe’s social media channels successfully delivered a unique campaign that boosted awareness and created a positive brand sentiment of the Axe brand.

To commemorate DogeDay 2022, AXE, in partnership with SmartMedia Technologies, offered consumers the chance to purchase just 100 sticks of the Dogecan: The Stick.

The limited-edition deodorant stick features a “48H Crypto Scent with a Dank Musk” and features a special logo showing the Doge meme and the moon in the background.

Users claimed their right to purchase Dogecoin: The Stick with Dogecoin by claiming a Dogecan Invite at one of our four drop times by redeeming their Drop Token SMT in the marketplace. Upon paying with Dogecoin, users received an animated, interactive Receipt NFT written to Polygon.

SmartMedia Technologie's proprietary web3 platform delivers insights into user wallet onboarding, engagement, and behavioural data.

After completing the 2-click wallet onboarding fan behaviour is recorded within the wallet experience including location, demographics, device, engagement levels, and so forth. As the NFTs are minted on the blockchain and interactive by design, SMT is able to collect information on secondary sales and trading of the NFTs.

This gives valuable insights into the target audience's behaviour and relevancy in the market for perpetuity.

The SMT team had one month to deliver the project from the time of sign-off to launch. This time frame included project kick-off and contracting through to final delivery and reporting.

The technical build of the project took 4 days in total using the SMT NFT studio, “The Lab”. The Lab tech stack was fundamental in facilitating this speedy turnaround due to its easy-to-use drag-and-drop tools for building custom NFT campaigns.

It took one week from the period in which the activity was announced until it was released (the first drop).

The Unilever/AXE team promoted the campaign only through organic channels during this period capitalizing on the buzz in the market.

The campaign acquired over 2 billion impressions with zero media spend.

Within 38 seconds, the 100 limited-edition Dogecans, The Stick IRL NFTs, were sold out. The first 25 drops were claimed in 8 seconds and by the time the invite dropped in Pacific Time, it took 2 seconds to sell out due to the organic traction and buzz.

In addition to a total sell-out, the Dogecans delivered valuable data and insights on the users and the secondary trading market. Results included:

1,265 wallet signups (total sign-ups)

1,500 smart tokens emitted (tokens sent granting access to get an NFT)

85 Dogecan NFTs were sent to qualifying participants (total products shipped)

22 Dogecan NFTs were last listed on the leading NFT secondary marketplace (resale, trading)

78% of users engaged on a smartphone (vs.desktop)