Case Study: AXE boosts Gen Z sales with Mindshare's Shonen Baby campaign

AXE drives 8.1% more sales YOY with Mindshare

The customer AXE faced the challenge of needing to continuously recruit young Gen Z men as they enter adulthood, requiring the brand to break through barriers and connect with this audience in a way they considered cool. Vendor Mindshare worked on this challenge for the launch of AXE's new premium fragrance range.

Mindshare's solution leveraged the mutual interests of talent Lil Baby and his fans to co-create a digital manga called 'Shonen Baby', exclusively available for a limited time to fragrance purchasers. The results were sensational, driving an 8.1% year-over-year sales increase and a $19 Return-on-Ad-Spend with Gen Z. The manga achieved a 14% download conversion rate and users spent nearly four minutes on average in its virtual world.

AXE