Mig developed the concept and brokered partnerships with Marvel and Mass Appeal to produce and promote a custom comic book, web series, mixtape and San Diego Comic-Con 2019 experience, inspired by AXE's new Ice Chill product line. The campaign reached 85% of guys 13-24 and generated over 179MM video views of Fresh-Men content, lifting ad recall by 17%, positive sentiment by 15% and consideration by 8%.
Cinematic trailers for our comic drove 80% ad recall among teens, and 50% of guys wanted more Fresh-Men content. Most importantly, our content changed perception of AXE: teens who saw the trailer rated AXE 4.5x higher in being modern/innovative.