Mig developed a social media challenge for AXE that empowers teenage guys to style their hair for a good cause. We partnered with Gen Z-focused influencers and publishers to spread word that AXE would donate $1 to Ditch the Label (anti-bullying organization) for every use of the #AXEpressYourself hashtag, up to $100K. We reached that donation goal on launch day, far ahead of schedule, and the campaign was extended and eventually renewed for a second year.