The microsite scrubs your social presence. #“killingit and #baller, emoji usage and frequency of posting. The Social Effort Scale spots out a score to gauge just how hard you are trying. The microsite also lets you see how hard your friends are trying, how hard celebrities are trying and compare scores all across the globe. You can adjust your social presence and watch your score go back down to a more socially acceptable level. Finally, to make sure the algorithm never goes out of style, it was built using CMS.

• Reach: Spending $0 media dollars, the campaign garnered over 2.3 million Twitter impressions including mentions in PSFK, Refinery29, Fast Co, Daily Mail, Trend Hunter and Entrepreneur Magazine. Additionally, the tool traveled across the globe reaching over 32 different countries.

• Site: 55K website sessions, 48K users with an average of 3:09 minutes spent on the site. The site had 12X the social engagement as the Axe Matte Effect product site.

• Sales: Axe internal figures showed a 32% increase in sales for the month of launch.