For the Axe Black Concept Store, we went beyond traditional media to create an online and offline retail environment, allowing men to experience the Axe Black lifestyle firsthand.

Three lifestyle curators crafted three unique concept stores, each one selling items that embodied the refined lifestyle the brand champions. From a balicomb (a fold-out comb similar to the balisong) to emotional baggage, our influencers’ products caught the target’s imagination. Social media amplified the on-ground experience. Then, a Lazada storefront allowed online buyers to grab some of the swag action for themselves.

The effort gained 140m media impressions and generated P270k in PR value, leading to 79% growth for Axe Black and 2x the increase in share, helping propel total brand growth by 14%.