To launch new AXE Peace, we enlisted social media fans to share a photo with #kissforpeace. We aggregated these kisses on a microsite, then streamed the photos on a digital billboard in Times Square. Through Twitter, we let fans know when their photo was featured so they could share with their friends.

Throughout, we drove excitement and participation with engaging social content. During the Grammys and the Super Bowl, we created content in real time to encourage new fans to join the cause. We also partnered with Tumblr’s top .gif artists to produce peaceful art on Tumblr during the game.

Overall, Peace is one of the most well-received campaigns in the brand’s history, with 98% positive sentiment overall. New AXE Peace and Harmony (its companion variant) are the best-selling AXE products in 2014.

AXE Peace was one of the most talked-about campaigns leading up to the Super Bowl. The television commercial went viral prior to its debut during the game, garnering 4.8 million YouTube views before Super Bowl Sunday, and an additional 6.9 million since.

To date, we have received more than 100,000 #kissforpeace submissions.