Hey guys—ever wished you could be in a relationship with two, three or even hundreds of women at once? An Axe Facebook campaign twisted around the relationship status update so that guys could announce that they were doing just that—letting them post relationship status updates like “Joe is in a relationship with Anna and 206 other girls.”
According to a video case study of the Axe Multiple Girlfriends App, Tunisian men love to brag about how many girls they can line up and so Axe, along with Ogilvy Tunisia, wanted to appeal to this fact. (Come on…Is it really only Tunisian men love to brag about this??) Axe is known as the collection of men’s grooming products that smell so good that their shower gel, body spray and deodorant will have women fawning all over you, so it was the perfect idea for a social media campaign.
Tunisian dudes started changing their relationship status to let all their friends know that they now had multiple girlfriends. Via the Axe Facebook page they were able to decide just how many girlfriends they wanted…30, 300 or even more. The new relationship status looked exactly like Facebook’s regular relationship status…that is, except for the addition of the number of “other girls.” Friends could like and comment, and if they clicked on the status update they were directed to the Axe Facebook page and invited to create a polygamous relationship status update of their own, to spread the word about Axe to even more friends.
According to the video, the application spread to thousands of people via the newsfeed and likes. On a restricted budget, Ogilvy Tunisia was able to create a buzz by simply twisting an ordinary Facebook function. Check out the case study video below and let us know what you think in the comments.
Megan O’Neill is the resident web video enthusiast here at Social Times. Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.