Axe helps the world out the social try-hards.
Axe has teamed up with their ad agency Barton F. Graf 9000 to create a nice brand gesture called the ‘Social Effort Scale’.
The brand is sponsoring a clever campaign that is being positioned as a public interest experiment to suss out if we, or those we know are trying too hard on social media.
Yes it is a bit of a gimmick but it is also a nice piece of interactive branded content that is in keeping the Axe brand personality.
The tool is uses their own algorithm to calculate if you are trying too hard on social media, or if you’re just the right amount of effortless cool. Of course, the best part is seeing how you compare to you connections and friends.
It’s also a great way to build up the brand’s social content (and perhaps their database).
The rather tenuous brand link is for their new Matte range. The tagline: “Matte is Effortless. Learn Effortless Style.”
See the campaign below:
How did I rate? Well, it seems like sharing frequently on Twitter has tipped me over into the ‘trying too hard’ section but I’m still safe for those who are friends with me on Facebook.
Partner and Strategy Director