![\"Rudy](\"http:\/\/www.mobilecommercedaily.com\/wp-content\/uploads\/2017\/03\/Rudy-2.png\")
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Rudy Manusco for Axe on Instagram campaign<\/p>\n
Unilever\u2019s Axe is tapping into the increase in men\u2019s interest with hair through a social influencer campaign that not only blends personalization, humor and information together, but also ties into direct-purchase capability.<\/p>\n
The men\u2019s personal care brand is looking to encourage men to style their hair more with a social and mobile campaign that will see influencers taking over AXE\u2019s account daily. Fans will be able to get personalized recommendations with a mobile quiz that helps men get the best look for themselves and purchase the products to do so.<\/p>\n
\u201cAXE is the #1 Male Styling brand in the U.S., but with low penetration of male styling there is still a ton of growth potential for the men\u2019s styling category as a whole,\u201d said Piyush Jain, vice president of Hair Care at Unilever. \u201cWe know this because while search data tells us that the interest in men\u2019s hair is on the rise, currently 65 percent of guys either don\u2019t style their hair or only style on special occasions because they\u2019re afraid of looking like they\u2019re \u2018trying too hard\u2019 and haven\u2019t yet found an easy, every day look.<\/p>\n
\u201cThis campaign is all about breaking the barriers that are keeping guys from styling by working with influencers they look up to and who can prove that great style is an easy, and important, part of their regime,\u201d he said.<\/p>\n
Social influence<\/strong> Thirty influencers have been chosen to be one of Axe\u2019s Hair Creators. They will share a variety of content on their own accounts, as well as take over the official Axe account through the month of March.<\/p>\n @anthonypadilla is letting his curls run free. Let him know what you think while he takes over the AXE Instagram today. #YouGotSomething<\/a><\/p>\n A post shared by AXE (@axe) on Mar 3, 2017 at 8:30am PST<\/p>\n<\/blockquote>\n Hair creators will post about how styling their hair makes them more confident and share tutorials on how to get different styles. When taking over the official Axe account, the creators will answer questions sent in from fans and consumers.<\/p>\n Comedy YouTube video creator Rudy Mancuso, actor Josh Peck, professional chef, music artist Tyler Ward and American Ultimate Disc League player Brodie Smith are some of the creators in the campaign.<\/p>\n Mobile recommendations<\/strong> Once users select the look they want to try, Axe recommends the product to use to achieve the look, which users can buy online or in store. To purchase, customers select in store or online and which retailer and location.<\/p>\n Beneath that, Axe then walks participants through the steps in how to get their look.<\/p>\n Similarly, Procter & Gamble\u2019s skincare brand Olay joined the onslaught of other beauty brands in leveraging mobile to assist in product recommendations with a new mobile tool.<\/p>\n Announced at Mobile World Congress, Olay launched an online tool for mobile devices in which users can fill out a survey and capture a photo to receive product recommendations. Users can purchase products through the online portal via retailer affiliates (see more<\/a>).<\/p>\n \u201cWe know that our AXE guy trusts influencers as a source of trend and product information,\u201d Mr. Jain said. \u201cThis campaign is all about showing guys that great, everyday style can be easily achieved.<\/p>\n \u201cThe 30 AXE Hair Creators were not only selected for their great, relatable style and their millions of followers collectively, but because they have unique talents within the areas guys are most passionate about – sports, music, food, gaming, technology, and comedy,\u201d he said. \u201cThis is the first-time male influencers from all different walks of life are coming together to inspire guys to start styling.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":" Rudy Manusco for Axe on Instagram campaign Unilever\u2019s Axe is tapping into the increase in men\u2019s interest with hair through a social influencer campaign that not only blends personalization, humor and information together, but also ties into direct-purchase capability. The … Continue reading
\nAxe is looking to a wide range of social influencers across a wide range of interests such as sports, style, lifestyle and more. These popular social media stars will be attempting to help combat men\u2019s fears of styling their hair, to increase confidence.<\/p>\n\n
\nAxe is providing a link to a mobile site in its Instagram bio that brings users to a quiz to find the best style for them. After asking participants what lengthy they have, type such as wavy, straight, curly or thinner and if they like a styled or natural look, Axe then recommends two looks.<\/p>\n![\"axe](\"http:\/\/www.mobilecommercedaily.com\/wp-content\/uploads\/2017\/03\/IMG_0667.png\")
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