In the middle of the vaccination debate in the United States, we noticed that young people were using the hashtag #vaccinated on their Tinder profiles and other dating apps to get an edge. But being vaccinated is not enough to get back in the ring, you also must smell good. That's why we launched “Get vaccinated, then Axeinated”.

The goal was to be part of the conversation in a pandemic context and to be able to continue building the territory of attraction for the brand. With the humorous and close tone that represents the brand, “Get Axeinated” puts the theme of attraction back on the table, giving visibility to one of the concerns of its target audience.

The campaign sought to motivate young people to make the decision to get vaccinated. At a time when fake news flooded social networks and generated mistrust, Axe supported the vaccination campaigns promoted by the WHO and the United States government. Always being faithful to the identity of the brand.

We deliver a parody of the PSA campaigns people were seeing everywhere. But being vaccinated is not enough to get back in the ring, you also must smell good. That's why we launched “Get vaccinated, then Axeinated”.

The campaign sought to motivate young people to make the decision to get vaccinated. At a time when fake news flooded social networks and generated mistrust, Axe supported the vaccination campaigns promoted by the WHO and the United States government. Always being faithful to the identity of the brand.

We invite Gen Z youth and Millennials to get vaccinated and then “axeinated” to get back in touch with all the safety measures. The campaign began with an official press conference from Axe and the chance to order “Axeination kits” on a website for free. In addition, we installed an “Axeination Center” next to a vaccination center in Atlanta, the city with the lowest percentage of vaccinated youth in the country.

First, we launched an official Axe statement inviting young people to get vaccinated and then get axeinated. With a strong investment in television and digital media, this message reached the entire country. We created “Axeination kits” and young people could request them on our website and receive them at home for free with an official “axeination” certificate. In 24 hours, they sold out twice.

The general response was very positive. That's why we doubled down and installed an “Axeination Center” next to a vaccination center in Atlanta, Georgia, the city with the lowest percentage of vaccinated youth in the US. The activation featured in every major news network, including CNN, CBS, FOX, NBC.

This campaign managed to once again put Axe at the center of the conversation. The most important media in the country echoed this campaign, generating an earned media of 4.4 million dollars. Additionally, the campaign had a total of 456 million global impressions.

The kits available in the online store were sold out twice in 24 hours, resulting in more than 10,000 men being killed. And while we don't know the exact number of “swipes right,” we do know that millions of young Americans were able to get close again with ALL the security measures.

The overall result of the campaign was so positive that it is being replicated in other markets around the world. Very soon, everyone will have an “Axeination Center” in their country.