AXE/LYNX brand-building community Square

Unilever by InSites Consulting

AXE/LYNX is collaborating with its consumers in a structural community to rebuild its brand and update its offering.


The challenge

AXE/LYNX is one of Unilever’s most popular brands in the personal care category. It aims to continuously reinvent itself to keep the spark alive with its changing consumer audience. To do so, the brand needed an always-on consumer connection to gather feedback on its positioning, underlying brand activation and product offerings, in order to maximize their chance of in-market success.

Our solution

AXE community

We set up an ongoing online insight community; this Square was present in six markets around the world (US, UK, Brazil, India, China and Thailand). In each of those, we connected with 60 young guys, discussing and evaluating various themes in a mix of strategic deep-dive weeks and tactical 48h challenges. Thus, each strategic deep dive included a variety of engaging tasks; these ranged from discussions and private diaries to mobile and video ethnography.

Furthermore, in 48h challenges, the guys mainly provided the AXE/LYNX team with feedback and improvement ideas on a range of subjects.

The impact

AXE/LYNX was known for its commercials that turn regular guys into chick magnets; but it understood that the definition of masculinity has changed over time. The online discussions with their target audience helped them to better capture these changing ideals and understand what makes their consumers tick. The initial insights supported the brand’s updated positioning and communication strategy, as showcased in the ‘Find your magic‘ campaign.

Furthermore, based on its community insights, AXE/LYNX simplified its product range architecture and educated its consumers. Next came its product offering: selecting products with the highest potential, in accordance with consumer feedback. As a result, throughout 2015, 2016 and 2017, the respective online Squares continued to support the different project streams with consumer insights and iterative feedback power.

AXE/LYNX clearly understands the importance of building meaningful emotional connections to grow a strong brand. Which is in line with the beliefs of the ‘Relationship Religion’. This is one of the five schools of thought we identified in the existing abundance of theories and frameworks on how to grow strong brands.

We’d love to showcase what our Branding & Communication research solution can do for your brand. So get in touch to request your showcase.

Brand Religions bookzine by InSites Consulting

Brand Religions

Simplifying the world of marketing, grouping the most popular books, frameworks and beliefs in different schools of thoughts or ‘brand religions’. So what is your brand religion and are you measuring brand success the right way?

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