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Above paid impression goal
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Experiential + Talent + Virtual + Social
Amplifying Celebrity Social Content for a Tentpole Event
How a men's grooming brand became a prom staple for students across the country.
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As the presenting sponsor of Teen Vogue’s Virtual Prom, Axe delivered engaging content to participants to get the party started pre-prom and kept it going afterward.
Teen Vogue Virtual Prom.
Execution
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Results
By fusing a huge TikTok star with a major cultural moment, Teen Vogue Studio’s custom content for Axe performed beyond expectations.
Thousands of high school seniors joined the virtual Prom Zoom celebrations.
Fragments from Teen Vogue Virtual Prom.
The stats
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Objective
Make Axe a hero for high school seniors across the country who were forced to miss out on important IRL milestones like prom because of the COVID-19 pandemic.
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Strategy
Teen Vogue made Axe a true partner in the Teen Vogue Virtual prom by launching a social contest encouraging teens to creatively "prompose" to a noteworthy influencer on social media for a chance to virtually meet the talent. The influencer then kicked off prom night by launching a viral TikTok #fingersdown challenge, giving teens across the country the most unforgettable prom experience.
Teen Vogue enlisted Rickey Thompson to generate social engagement and awareness for Axe leading up to, during, and following the Teen Vogue Virtual Prom.
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© 2021 Condé Nast. All rights reserved. Use of this site constitutes acceptance of our User Agreement (updated as of 1/1/21) and Privacy Policy and Cookie Statement (updated as of 1/1/21) and Your California Privacy Rights. Teen Vogue may earn a portion of sales from products that are purchased through our site as part of our Affiliate Partnerships with retailers. The material on this site may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of Condé Nast. Ad Choices
