AXE: How to be attractive.

What makes men attractive? Appearance? Humor? Or money after all?

The question of “how to be attractive” moves AXE's target group every day. This year-round digital content program is based on that question.

First a large-scale survey was conducted, that collected opinions on attractiveness and answers to burning questions from the target group. Based on the results, the next step was to develop entertaining content formats for axe.de.

The result: a contemporary response to "How to be attractive" in six chapters. Each chapter is a mix of online surveys, live interviews, short films, insightful listicles and inspiring look-books, which extend the time spent on the landing page.

The entertaining content is distributed through social media & digital campaigns and cooperation partners (including well-known youtubers, models, gamers and athletes).