Known for its body sprays, AXE South Africa (@AXE_SA) also makes antiperspirants to keep guys dry and cool. The brand wanted to get the word out among antiperspirant users and engage with young, urban men on Twitter.
@AXE_SA challenged young men to commit to being dry, so that they can be cool – even when they aren’t. In @AXE_SA’s Tweets, rapper @Xzibit invited them to Tweet the hashtag #YouGottaDry for the chance to win uncool prizes, such as oven mitts, tiny trophies and inflatable sumo wrestling suits.
The brand used a variety of formats to make the most of its famous spokesman and ridiculous prizes, and to entice its audience to engage. As well as Promoted Video and GIFs, it used ScratchReels: a swipeable GIF format exclusive to Twitter that lets people control the action.