ACKNOWLEDGEMENT

No great endeavor in any field is possible in solitude. It needs inspiration, guidance

and help at each step. So, we must preface our report by expressing sincere thanks
to those who made it possible for us to complete our project work.
We would like to take this opportunity to extend our sincere thanks those who have
contributed to this project immensely.
First and foremost, we would like to thank our Project Mentor, Dr. S R Singhvi for
his invaluable inputs. We wish to express our deep sense of gratitude and
indebtedness to him for his valuable guidance, prolific discussions, constant
supervision and timely suggestions at every stage of the course and project work.
Last but not the least, we would like to thank our friends and family members for
giving us their invaluable suggestions throughout the course of our study, helping
us on various occasions and kept our morale up and things going.

Table of Contents
ACKNOWLEDGEMENT................................................................................................. 1
EXECUTIVE SUMMARY:................................................................................................ 3
PRODUCT RANGE:....................................................................................................... 3
BRAND POSITIONING:................................................................................................. 3
IDENTIFYING THE TARGET MARKET:............................................................................4
CHANGE IN TAGLINE:.................................................................................................. 5
BRAND PERSONALITY................................................................................................. 5
SITUATION ANALYSIS................................................................................................... 6
SWOT Analysis........................................................................................................ 6
Brand Identity Prism................................................................................................ 6
4Ps Analysis............................................................................................................. 7
COMPETITOR ANALYSIS............................................................................................... 8
Scenario in 2013:.................................................................................................... 8
Current Scenario 2014............................................................................................ 9
SOCIAL MEDIA ANALYSIS........................................................................................... 10
Overall Strategy.................................................................................................... 11
Axe on Facebook................................................................................................... 11
Axe on Twitter........................................................................................................ 13
Axe On Other Social Media Websites.....................................................................17
COMPARISON WITH COMPETITOR.............................................................................17
RECOMMENDATIONS ON POSITIONING.....................................................................19
APPENDIX................................................................................................................. 20
Are Brand Communities Influencing Axe brand Through Co-creation?..................20

EXECUTIVE SUMMARY:
A Unilever product describing itself as a cool, iconic brand, Axe was launched in
India in 1999 with Axe Deodorants. It is the largest selling male deodorant in India &
has a variety of male grooming products such as Axe Aftershave Lotions & Axe Body
Wash. The scents of Axe deodorant arent just developed in Unilevers lab. Every
aroma is tested on the target audience real women. Every year, a new Axe
deodorant fragrance is launched, combining captivating scents with the latest
technology from the irresistible chocolate-inspired Dark Temptation fragrance to the
stimulating Axe Rise range. The Axe effect is also creating a buzz in social media.
The official Axe Facebook page launched in 2010 and has more than 3.5 million
fans, while more than 1.2 million users have viewed Axes advertising and video
games on the official Axe YouTube channel. Axes award-winning, attention-grabbing
ads never fail to push boundaries. Theyve impressed judges at the prestigious
Cannes Lions Advertising Awards too theyve won more than 10 of the events
sought-after accolades. The Axe Effect also has a high profile on social media. We
have hosted a competition to win tickets to travel in space and have more than 25
million fans around the world on Facebook.

PRODUCT RANGE:

BRAND POSITIONING:
Axe helps guys look, smell and feel more attractive

Axe has become one of the worlds most popular male grooming brands, by being a
guys best first move.
Cool, adventurous and never dull, Axe is designed to keep guys a step ahead in the
dating game.
The Axe brand is built on epic and disruptive advertising.
The Axe brand of deodorants is from Hindustan Unilever and is primarily targeted at
15 to 25 year old males. The brand portrays normal yet cool, trendy and confident,
a positioning that is aspirational to the target segment. And the portrayed outcome
where the girls flock to the Axe user is very desirable. At a more subtle level, the
Axe Effect also acts on the confidence levels of the user. The very act of being
associated with the brand serves to boost the ego. This strategy has proven very
effective for the brand. It comes across as approachable and it acts like a confidante
and friend to its users. While everyone would love to be friends with a celebrity,
there would still be a distance or an aloofness that would prevent a close
relationship. Axe bridges this very gap effectively, and yet keeps the dream of
getting a Charlies angel some day. It is for this very reason that Axe continues to be
the market leader in its category.
However, in 2013, Axe redefined its positioning statement, stating that it will
reposition its Axe deodorant from its current target market of 15-25 young men, to
40 to 65 year old men. This is being done by shifting towards a message that
promotes male innerconfidence.

IDENTIFYING THE TARGET MARKET:

Unilever first analyzed the potential Axe user by breaking males down into six
profiles:

The Predator -- He takes advantage of drunk girls, and lies about his job and
where he lives
Natural Talent -- Athletic, smart, and confident. He doesn't need to lie to
score
Marriage Material -- Humble and respectful, he's the sort of guy you want
to bring home to Mom and Dad
Always the Friend -- He always hits that glass ceiling
The Insecure Novice -- He has absolutely no clue what he's doing, and
things get awkward fast -- the geeks and nerds
The Enthusiastic Novice -- He has absolutely no clue what he's doing, but
he's outgoing and tries valiantly anyway

Then, they determined that The Insecure Novice would be their natural target,
since he needs the most help in getting women, and would be easily persuaded into
buying a product that could aid the woes of nerdhood.
Next came the ads themselves. The Axe TV ads proclaim that it will help you get
women attracted to the user. And not just one at a time -- their research showed
that the ultimate male fantasy is to be irresistible to several women.
4

The result? Axe became the #1 male antiperspirant/deodorant brand. It actually

worked too well -- they had to backpedal a bit from the image because Axe had
gained a reputation as a product that only losers use. Also, high school kids would
even totally douse themselves in Axe, getting the brand into trouble with some
school districts.
But overall, Axe has been a huge success because of how it targeted its marketing
and took advantage of mens fantasies. It still runs similarly themed ads.

CHANGE IN TAGLINE:

The Axe
Effect

Score
More

BRAND PERSONALITY
The main personality characteristics associated with Axe are masculinity, seduction,
individuality, unconventionality and young.

SITUATION ANALYSIS
SWOT Analysis
STRENGTHS
1. Each of the fragrance is created by international fragrance diva Ann Gottlieb
2. The formulation is a base with higher efficacy
3. Excellent advertising and branding targeting the youth
4. Good distribution, Promotions and campaigns for luring customers
5. Also provides grooming range like shaving gel, foam, After-Shave lotion, and
Cologne Talc
6. International reach
7. Fragrance
6

8. Advertising Tone
9. Availability
WEAKNESSES
1. Only an urban market phenomenon
2. High pricing reduces the target market
3. Controversial advertising often leads to legal issues
OPPORTUNITIES
1. Coming up with Limited Edition fragrances
2. Tie up with hotel chains and large organizations like gym chains etc
3. Large product line for men
4. Brand image in sports
5. Social media expansion
6. International expansion
THREATS
1. Deodorants sales are seasonal. Maximum sales happen in the summer months
(April to September)
2. Competition from Premium Segment Deodorants like Burberry, Body Shop
3. Degrades women; invites legal issues
4. Sprays are not good for environment
5. Intense competition

Brand Identity Prism

Personality: Community members identify themselves with the Axe brand
personality:
1) The openness , meaning the sensitivity to the esthetical aspect
2) The extraversion, meaning the social characteristic and seeking peoples
company (which is perceived through the collective participation of members in
different events of the brand, through the pictures of young people during the Axe
Dark Temptation campaign ,the Axe boat tour and the Anarchy Run game to
have fun)
3) The agreeableness, meaning the bon-vivant characteristic (members like to
party), good mood and seduction. These three features are the intrinsic
characteristics of a brand qualified as sexy, fun and cool and they,
consequently, become the characteristics of members
Culture: The Axe brand fits into a culture of seduction in a world of fragrances. The
brand develops fragrances with different flavors that reveal and strengthen mens
seductive power. The Axe brand community members strongly identify themselves
with this culture and share the same values and norms.
Self-image: The community members glorify the brand and identify themselves
with its characteristics, in this case beauty and seduction, as the brands slogan
7

states: Spray more, get more. Thanks to the simple use of Axe, men become more
handsome, attractive and seductive.
Physique: Physique consists in a whole range of deodorant products with different
flavors, a packaging with a round shape and an advertising slogan: Spray more,
get more. The logo is either black or white.
Relationship: The brand helps men to be more attractive to women and brings
them the necessary self-confidence to be able to flirt with girls. The brand
community members communicate directly with the brand. Consequently, the
relationship between the brand and its consumers can be described as close and
friendly.
Reflection: the brand represents young and dynamic seducers and seductresses
(they party and dance).

4Ps Analysis
1. PLACE
a. Strong marketing logistics network
b. Relies Heavily on location and distribution channels
c. In store communication
d. Online and Offline availability
2. PRODUCT
a. Variety:Wide range of Fragrances
b. Quality: Dematological testing: No side effects and strong fragrance
c. Packaging: Distinctive metallic can with custom designed typography
3. PROMOTION
a. 360 degree branding effort around central idea of seduction
b. Online initiatives
8

c. Viral marketing
d. Events and experiences
e. Extensive use of television marketing
f. Interactive Marketing
4. PRICE
a. Cheaper substitutes for other expensive brands
b. Pricing done considering middle income groups helps in gaining market
penetration

COMPETITOR ANALYSIS
Scenario in 2013:
The deodorant sprays saw the highest value growth of 28% and the market attained
a value of INR 19.5 billion in 2013.
The value growth in deodorant market could be attributed to its growing acceptance
as a cheaper alternative to fragrances , higher penetration in tier 3 cities and rural
areas an growing awareness among consumers about healthcare and hygiene. But
if we compare the value growth figure of 35% in 2012, there has been a decline
because deodorants were relatively new in India and moving towards a stable
growth rate.
Mens deodorants accounted for 70% value share of the total market attributed to
greater proportion of working class men and also to the use of mens deodorants by
women due to strong smell.
2013 also saw the launch of many women deodorants such as Fogg for women by
Vini Cosmetics Pvt. Ltd., Engage for Women from ITC Ltd and Flip for Women range
from provogue Ltd. Owing to scarcity of deodorants for women.
Most of the mens deodorants are marketed on a sensual theme except for some
new entrants such as Fogg and Nivea which use no gas and antiperspirant.
Womens deodorants marketed on additional benefits such as under-arm whitening
and antiperspirant where exceptions included Engage for Women which was based
on sensual theme.
Brand loyalty is a major issue in deodorant market and impulse buying is very
prominent. Owing to this manufacturers focus
The deodorant market being lucrative, continuously attracts new companies and
international players.
Weakening of domestic currency and inflation led to an increase in the price per unit
of deodorant sprays by 9%.
Hindustan Unilever ltd still leads with 24% value share in the deodorant market in
2103.
The deodorant market is expected to reach INR 34.1 billion increasing by a value
CAGR of 12 % .

Current Scenario 2014

Market Share:
Brand

Communication Key
Attributes

Positionin
g Focus

Approach/
Tagline

Long
lasting,
freshness,
strong and
pleasant
fragrance
Attractivene
ss

Bina gas wala

body-spray

Fogg

a deodorant that
provides you with
absolute value for
money

No Gas, only Deo,

Water based

Axe

Deodorant
brand with the
most
distinctive
approach
deodorant
brand from ITC

Attractiveness
Application all over
the body

Wild
Ston
e

Making it
happen!

No gas perfume spray,

freshness

Dove

Brand expert
on hygiene and
skin care

Nive
a

Brand expert
on hygiene and
skin care

Hydration
Soft skin
Intense routine
protection
Technology
No white and yellow
stains
Protection

Enga
ge

Attractiveness

Market
Share(% by
value)
17.8

The Axe effect

6.5

fresh and
irresistible
fragrances,
chemistry
between
the couples
Irresistible
fragrances,
chemistry
between
the couples,
unexpected
encounters
Protection
and
hydration

Be interesting

6.6

Bus Zara Sa
Kaafi Hai

6.7

Real beauty

Protection
without
stains

What men
want

10

COMPARISON WITH COMPETITOR

Wild Stone is a very close competitor of Axe, but it is not close enough. It is a
distant second in terms of engagement, but it has its own army of followers who
wants to play dirty. Although the engagement level of Wild Stone is low, the quality
of engagement and sentiment shared is much stronger than that on Axes page. As
can be seen in the second and the third image Wild Stones fans not only express
more positive emotion on social media page of the brand, but they also engage with
the page at a deeper level.

This also reflects in the number comments and shares posts on Wild Stones FB
page gets. But then Wild Stone tries many different things, which is almost missing
from Axes page. Despite that, average per-post engagement of Axe is a higher than
that of its competitor.

11

RECOMMENDED MARKETING STRATEGY

PRODUCT STRATEGY:

Axe is seen to be softening its stand on its chick magnet proposition in certain developed
markets by engaging both the sexes equally in a sensuous relationship. Following up the on the
success in the global market, Axe should bring in the Axe Effect of Fragrance for women and
equilibrate the mating game. Research suggests women wearing Mens Deodorants due to
strong and appealing fragrance. Releasing a ladys deodorant in the Indian scenario as a limited
edition would help gauge the consumer acceptance to axes new product and marketing
proposition.
Positioning : Adventurous, sporty and experimenting women between the age group of 18 to 27

This age group is appropriate as HULs Dove targets women in the age
group of 26 and above , working class middle aged women so as to
avoid cannibalization of its sales.

PRICING STRATEGY:

The pricing strategy will involve placing the Womans Bodyspray

Limited Edition at 10% premium over the Mens Axe Bodyspray at a
range than the Mens brand to increase its appeal as a limited edition
product
This will help recover costs if the marketing strategy is not successful
If the product and marketing strategy succeeds , then the limited
edition will be retracted and replaced by several variants which will be
priced down to the same range as Mens Bodyspray

12

Forecasted Bran d Identity Prism:

Personality:
Sexy
Seductive

Physique:

Spunky

Culture:

Logo

Bold

Color

Nonchalent

Shape

Relationship:

Self-image:

Weapon of Seduction,

Liberty

Personal Wingman

Confident
Reflection:

Point of Sale:

Exclusive

Cool

Point of Sale (POS) scent solution that enables

brands to create truly multi-sensory
Attractive,
promotional campaign. Aropromo lets you incorporate scent into your product display or
billboard, enticing customers to interact andNaughty
experience your product through scent.
Points of sale displays are intended to draw-in a customers attention and highlight new
products or special offers. Designed to emit the scent of the product being displayed, Aropromo
works to enhance the visuals, text and packaging taking advertising displays to the next level.
Mails could be sent as reminders to customers regarding special wallpapers or
advertisements which would entice people into buying Axe .

Point of Purchase - POP

A place where sales are made. On a macro-level, a point of purchase may be a mall, market or
city. On a micro-level, retailers consider a point of purchase to be the area surrounding the
counter where customers pay. Also known as "point of sale".
For Axe, the POP can have cutouts of the product since it is an impulse buying product. Also
testers could be provided at checkout counters.
13

Digital Campaign:AXE OR X
for AXE users (integrated with AXE male grooming

Will design a social gaming cum dating app exclusively products also)

Every can of AXE deo will carry a unique code fo registration

After registration, users will start seeing profile picture of random* opposite sex user (*based on

the geographical location of both parties)

Below the picture will be two options AXE (with a thumbs up sign) & X (with a thumbs down

sign)

Users will click on AXE, in case they find the other user hot and vise-versa for X

In case both the users click on AXE for each other, theyll get a notification to interact with each

other (which they can accept or ignore)

The AXE scores will also be integrated with users facebook profiles, so they can flaunt the

scores amongst their friends and compete with them

Promotional Strategy

SOCIAL MEDIA ANALYSIS

This analysis has been done by using Simplify360 A Social Media Analytics Tool.
On Facebook, a significantly large number of Axe Angel Club members are men
(78.51%). People in 31-40 age group(35.8%) follow the deodorant brand most in
social media, followed by group consisting of 40+ people.

14

13-20; 21%

40+; 24%

21-30; 19%

31-40; 36%
13-20

21-30

31-40

40+

People do not only follow the brand in social media, they talk quite positive about it,
as shown in the following two images.
17.04

17.92
65.03

+ve

-ve

15

Neutral

Overall Strategy
Axe has a very strong positioning, the highest-in the-category brand recall, and a
communication potential which is almost is so extensible that it borders on
limitlessness. The challenge for a brand with so many strong attributes is not to
think of what to do on social media, but to think of how to use the platform to
maintain the brand positioning it has. To that end all the social media activities of
Axe is directed.
The brand uses social media to continue the story line it created in the mass media
and has succeeded till now in doing so.

Axe on Facebook
To create one of Indias largest and most well engaged fan pages on Facebook,
which reaches out to more than a million users on a daily basis.
There is a strong community of Axe on Face book. Axe Angels Club, as the brand has
named its online gang, has more than 41 lac fans. Following the lead of television
commercials, the content pieces on Axes Facebook page has continued to excite its
fans. An example of which can be seen in the following image which has caused
some serious engagement.
And it is not just the created content that has caused its fans to like the posts. Axe
has properly curated content pieces, added a witty turn to it, and shared it on
Facebook, as see below. This has affected the engagement.

16

The brand is clear about it positioning and the message it wants to convey, and like
on television and print, on Facebook as well it has succeeded in creating an
engagement that can be source of envy for other brands.
Even the nature of posts is different. Not all of them are text heavy. There are posts
which convey volume even with very little text. It has also placed the brand midst
17

the recent happenings. The image below is an example which capitalizes on the
theme of space-thriller movie Gravity.

Further Facebook Plan:

To make opportunity to connect with users on a daily basis.

To increase the level of engagement of people by conducting online contests
and games. Eg. A selfie contest can be introduced.
To make strong community.
Playing different contests and making brand promotion.
To make emotional attachment.
To make brand awareness.
Made the page with different brands and different country wise sentiments
should always be taken into consideration.
AXE Instinct game a better and a more realistic brand experience
Drive engagement through user generated contest where we asked users to
take a picture of them with a note saying: I love AXE. XYZ is my Music Star
18

Dont sell but engage - Rather than Selling.

Making the different Apps.
Exp. AXE Photo generator(Meme generator)
Make it the most active Youth brands in India on the digital medium.
Axe angels club is in the list of top 5 Facebook fan pages of India and reaches
out

Axe on Twitter
(As on December 6, 2014)

19

20

 There are 1240 words on this page

Of those 1240 words 349 words are linked ones
Of 1240 words 891 are not linked
Of 891 non linked words 315 words are either stop words or have less
than 3 characters
Below are words from the entire text ranked by their occurrence.
The first table of the keyword density analysis shows the most often-used
keywords found in all text used on the page, broken down by descending lists
of one-word, two-word, and three-word phrases, with a usage frequency
count for each word or phrase.

21

Below are words from the non-linked text ranked by their

occurrence. In the keyword density tools second table, a subset of the first,
the keyword research tool provides keyword density data specifically on nonlinked text on a page (which is important because link text is interpreted by
search engines as a description of the linked page, making the non-linked
keyword text distinction an important facet of the pages value in search).

Axe On Other Social Media Websites

The journey of creating engaging content that Axe Angels Club begun on Facebook
and Twitter has continued to excite its audience on Google+ and YouTube. Here as
well, the brand has created some engaging content that fills its audience with
excitement.
Although the engagement level on Google+ is not as high as that on other medium,
despite the quality of content, but then it has more to do with the platform than the
brand. The platform is not strong enough, and not many Indian citizens frequent
Google+.

22

On YouTube, apart from sharing its ads, which itself has a lot viral potential, the
brand has created some animated videos that are completely in line with Axes
positioning. The videos, though grotesque, at times, didnt fail to excite audience.
Here also the brand has shown its creative genius, like the Mario-themed video it
shared which got more than 7.50 lac views.

APPENDIX
Are Brand Communities Influencing Axe brand Through Co-creation?
Adapted from a study by Hla Cherif & Ben Miled
Research Center PRISM, France
In order to build long term relationships with customers, companies involve them
more often on their activities. They are now prosumers through co-creation
process and social media.
23

The primary objective of this study is to identify, by means of a cross-national

empirical study, if brand communities influence brand by co-creation.The study
begins by a conceptual framework on genesis of concepts of co-creation and brand
community. After that clarification, methodology is developed and consequently
results are exposed. Conclusions and managerial implications are then withdrawn.
And finally limitations of the study and future researches are presented.
This study has undertaken a netnographic study. This method can be effectively
carried out on the internet by studying brand communities. Netnography is a
participant-observational method conducted on the internet (Giannelloni & Vernette,
2012). It adapts ethnographys principles to virtual communities such as forums,
newsgroups, chats or brand communities. This methodology provides information,
meanings and describes consumption patterns of online groups. Hence, the
methodology is the most suitable one to analyze communities co-creation effects
on brands.
The netnographic study targets brand communities on social networks such as
Facebook and other platforms used by the Axe brand. Accordingly, it is necessary to
obtain as much information as possible on forums about individuals, group
members or groups which are relevant for this research. By taking into account
these criteria, the Axe brand community has finally been selected (specifically the
Facebook community pages Effet Axe (the Axe Effect) and Axe Dark Temptation).
Two events were selected that best represented the brand. In order to fully grasp
the brand communitys participative phenomenon to the various co-creation
contests launched by Axe, the article chose to analyze the Axes participative
events- Axe Dark Temptation and Axe Boat Party.
Axe Dark Temptation: A Seduction Competition- The starting idea was to
establish an Axe studio in the Tunisian universities halls in order to take pictures
(from the 1st of August 2012 till the 30th). The principle was the following: every
boy had to seduce as many girls as possible and convince them to take an Axe
picture, thereby displaying a sense of creativity and imagination. Every picture
would be posted on Facebook and would be subjected to a vote. The best pictures
winner would be awarded a price of Dt 5,000 (2,500).
The Axe Boat: 10th Edition- The second Axe Boat event, displayed on the Axe
Effect Facebook page, is much anticipated by all the Axe brand community. Every
year, Axe organizes the Axe Boat event. This boat represents the brand and is
launching events in every city it arrives at. In 2012, the Axe Boat celebrated its
10th years of existence. About 30,000 people got on board the boat, 132 parties
took place and more than 50 cities from the Atlantic and Mediterranean coasts have
been crossed since its creation in 2003. Once on board, the guests discovered a
glamorous, VIP and fun atmosphere. The 10th edition programme particularly
targets brand community members: the objective is to make Axe fans real jet
setters with 6 stopovers expected in the Mediterranean basin including one
exceptional launching date in one of Azur Coasts most glamorous cities. This 10th
edition was also an opportunity to offer Axe fans numerous surprises and exclusive
products both during the tour and also on the Axe Effect fan page
(facebook.com/axefan). For its 10 years anniversary, the Axe Boat tour ended with a
24

Full Moon Party which gathered French and International celebrities around an
exceptional concert. The requirement to participate and win Axe Boat tickets and go
on tour with the Axe team is to subscribe to the Anarchy Run facebook application
game and beat the scores of other members. This is called an advergame, ie., one
online game with the brand signature. The rule is to grab the last VIP pass which
allows its owner to access to a party on the Axe Boat. The games trick is that an
alarm is triggered; consequently the player needs to thwart the premises and
disarm the guards tracking him. In order to win, the player has to use, as weapons,
the brands latest deodorants For Him and For Her enabling them to escape.
Every day, the player having the best score wins a VIP pass. At the end of the game,
the player having the highest score wins the ultra VIP pass.

Classification of Co-creation: Illustration by Axe Brand

Inspired by Cova.s model (2008), this classification integrates two criteria for cocreation: interaction (strong and weak) and duration (on a short-term basis that is
punctual and limited to the event; and on a long-term basis that still takes effect
after the event):

Here, four types of co-creation are identified: major co-creation with a strong
interaction component on a long-term basis, major co-creation with a strong
interaction on a short-term basis, minor co-creation with a weak interaction on longterm basis and minor co-creation with a weak interaction on short-term basis. The
level of interaction defines the type of co-creation. In case of a strong interaction,
co-creation will be defined as major. On the other hand, in case of a weak
interaction, co-creation will be qualified as minor.
Major long-term co-creation refers to the strong interaction existing between the
members of a same community and between the community and the brand itself.
This interaction is maintained over time and continues outside the participative
event. The Axe Boat event displayed on the Axe Effect Facebook page
demonstrates that, beyond the co-creation of shared experiences, co-creation
occurs outside the Axe boat event itself. To be sure, interaction starts and continues
before and after the event. The brand community is not only interested in sharing
the Axe Boat tours pictures or to post comments regarding an event. Members give
also their feedbacks either on a product or the brand and provide new idea to the
25

brand. The communitys influence over brands is even more important than
members interaction.
Short-term minor co-creation refers to the example of the Axe Dark Temptation
campaign where one can see consumer participation generally belonging to online
communities (for instance facebook or twitter, forum websites and so on), but who
share little or no common values with the brand. Participation occurs on a shortterm or temporary basis, generally corresponding to the duration of the
participative event. Interaction between community members is limited during the
event (for instance they comment pictures and videos). Member feedbacks and
reactions stop at the end of the competition. Internet users lose interest for the
Facebook page; they dont react anymore and are expecting a new event to be
launched. From this observation one can conclude that the participation in the Axe
Dark Temptation contest is mainly motivated by the financial profit and by the
experience of conviviality and sharing nice moments.
Short-term major co-creation: Internet users have participated in the
elaboration of new advertising concepts and in the production of videos designed
for the competition. The competition is temporary, on a short-term basis and limited
to the participative event. Interaction is strong since winners have been invited by
the brand and advertising agencies to discuss about the advertising concept
created by the competition winner.
Long-term minor co-creation: In this case, interaction is weak between the
community members and between the brand and the community; and it takes place
on a long-term basis.

26