AXE Angels Club (India)
Have restrained from writing about AXE for nearly 8 months now!
Well sometime back in December 2009 I got the chance to lead AXE’s social media presence in India.
So what did we do?
Set up Axe Angels Club across 4 social networks (Facebook, Twitter, Orkut and BigAdda).
This club is/was run by angels. Currently we have 5 moderately active angels and 2 super active angels.
Over the course of eight months the Facebook page has really grown. Apart from the girls living and showing off a sexy axe life - they connect with the TG on what would be interesting to them. i.e. Cricket, Football, Music etc. Of course there are regular contests, product sampling and surveys, TVC’s are released here before they hit the channels.
I’ve never been a fan of the ‘Number of Fans (likers as they call it now)’. It’s the engagement which matters and one thing which I can proudly say - The Axe Angels Club on Facebook is perhaps the most ‘engaged’ fan page in India.
As of now (July 13, 11:26 AM) the page has 127,196 fans
The kind of engagement that we see:
A near 2% feedback rate is pretty phenomenal if you ask me.
Engagement seen on a text post which is a couple of days old:
The feedback seen is higher than your average CTR on banners and impressions served is not bad either.
How does the brand benefit though?
Well we avoid thrusting the brand into the faces of the consumers 24*7 but once in a while the brand message is put out and people appreciate that too!
Contests which make users spread the message on their walls:
And of course we also use the page to get valuable feedback:
You can find the Axe Angels Club on Facebook @ http://facebook.com/axeangelsclub
Handled by Zapak’s Social Media team.
