Axe/Lynx Global Social


The challenge was to bring FIND YOUR MAGIC TO LIFE in social. The brand was stuck in an ‘advertising’ mentality. Content felt, smelled, and looked like ads ...which young guys don't watch. We shifted the brand's thinking to create the type of content they do.

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axe ITS YE BOY TWENNY! Takin Over The Axe Feed
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axe Bottom Of My Bag...
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axe You Asked I Answered 🙌
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A Year of Magic

First we consolidated our efforts around one platform: Instagram. Then we found common ground with our audience by tapping into an existing social behaviour - the nuanced way guys use IG for style #inspo.

Breaking the 'Grid'

The core of our idea was to tell the stories of a diverse range of stylish young guys using effortless, bitesize content that subverted the Instagram 'Grid'. We sourced real, regular guys with solid style-game. Not fake-ass 'insta models'. To find them, we partnered with Filli Studios and cast from the biggest talent pool we knew, the IG platform itself.

Editorial Approach

To fuel organic growth we had to deploy daily. Each 15 post 'takeover' employed the same editorial structure, allowing us to create production efficiencies that maximised lean budgets. The result was consistent high quality content that beat the platform algorithm.

Staying Fresh

We kept our channel interesting by interspersing our feed with 1x3 and 2x3 grids, starring established Influencers across Music, Gaming and Sport. These heavy hitters helped legitimise the brand with young guys, bringing our content to a wider audience, and broadening the conversation beyond style.

Product Launches & Campaigns

Meanwhile 3x3 grids were used to support product launches and brand campaigns. Using assets shot for ATL, we created bespoke social edits optimised for IG and in keeping with the style of our approach.

Finding Our Magic

There was no rule book for the approach we took. It was (and probably still is) operating unlike any other FMCG brand in social. Fortunately our client, and partner agencies understood the vision enabling us to create a decentralised process where everyone could contribute to something bigger. The work continues to evolve as people embrace the structure we built. We've incorporated new features like Stories and IGTV as they emerge. Though we masterminded the approach and were heavily involved from concept to creation, these days we watch our work develop from the sidelines, like a couple of proud parents.

Lead Creative Team/ Strategy/ Art Direction/ Design/ Copy/ Editing Support

©2017 Demianyk Lobb