AXE presents Mantorials. The ultimare way to style your hair and look good in any situation.

The campaign consisted of four long form online videos that gave guys step by step instructions on how to achieve each of the iconic AXE hair styles - the ‘messy look’, the ‘clean cut look’, the ‘spiked up look’ and the ‘natural look’. Each of the videos were set in their own unique world and starred guys suited to each style. The over the top, comedic nature of demonstrations allowed the brand to deliver educational content in an entertaining and above all, masculine way.

The AXE ‘Man-torials’ campaign was a success. The online videos amassed over two million combined views with minimal seeding support, whilst sales of AXE hair styling products increased by 9.9% vs. a target of 3.3%.