AXE wasn’t just dropping ads; they dropped jokes—and it landed. In the Netherlands, they pushed their new Fine Fragrance Collection using TikTok as a first run, tapping two influencers to joke about AXE being the reason one dude dated “the most beautiful women in the country.”
Why it worked:
- Authentic humor feeds shareability—not polished product shots.
- Influencer chemistry gave it human punch (not influencer preachy).
- TikTok-first format met Gen Z where they hang—not on banner ads.
- It scored +20.2% lift in ad recall, +9.2% in brand association, and 1.5 million impressions from TopFeed.
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Here’s my twist: If I ran a product launch, I’d lead with personality, not features. Bring laughter first, let people remember your face—then they’ll pay attention to what you’re selling.
Takeaway: Ads don’t have to smell like sales slates. Let them smell like real life—funny, unexpected, human.