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AXE Fine Fragrance – Blue Lavender
A three-part TikTok mini-series that captures the seductive power of AXE Blue Lavender with a cheeky “Get Ready With Me” twist, shared by Robin Messier.
A three-day GRWM concept driven by scent recognition and comedic timing, designed to showcase AXE’s Blue Lavender fragrance in an authentic, story-led way.
Axe
Production Note
Everything you need to know, at a glance.
01 - The Brief
A three-day GRWM concept driven by scent recognition and comedic timing, designed to showcase AXE’s Blue Lavender fragrance in an authentic, story-led way.
02 - On the Ground
A three-part TikTok mini-series that captures the seductive power of AXE Blue Lavender with a cheeky “Get Ready With Me” twist, shared by Robin Messier.
03 - The Output
Tweaked the edit pacing, enhanced comedic delivery, and added a clear CTA in the final frame.
Creative Direction
We helped shape a 3-part concept built around repetition, contrast, and punchline timing elevating a product demo into a short-form narrative.
Client Coordination
Worked closely with the brand to integrate feedback on music rights, scent application visibility (the iconic “7”), and tone adjustments for clarity and compliance (FTC tag included).
Performance Optimization
Tweaked the edit pacing, enhanced comedic delivery, and added a clear CTA in the final frame.
04 - The Approach
We focused on storytelling through contrast same setup, different outcomes. By building a familiar GRWM structure and flipping the narrative with scent-driven humor, we created an engaging, repeatable format that subtly highlights product benefits without ever feeling like an ad.
01
Creative Direction
We helped shape a 3-part concept built around repetition, contrast, and punchline timing elevating a product demo into a short-form narrative.
02
Client Coordination
Worked closely with the brand to integrate feedback on music rights, scent application visibility (the iconic “7”), and tone adjustments for clarity and compliance (FTC tag included).
03
Performance Optimization
Tweaked the edit pacing, enhanced comedic delivery, and added a clear CTA in the final frame.
04
Influencer Activation
Distributed the final videos on Robin Messier’s TikTok, leveraging his existing audience while ensuring brand-safe messaging and visual cues.
Campaign Gallery
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Frequently Asked Questions
What was the goal of this campaign?
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A three-part TikTok mini-series that captures the seductive power of AXE Blue Lavender with a cheeky “Get Ready With Me” twist, shared by Robin Messier.
How did One Way approach this project?
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We focused on storytelling through contrast same setup, different outcomes. By building a familiar GRWM structure and flipping the narrative with scent-driven humor, we created an engaging, repeatable format that subtly highlights product benefits without ever feeling like an ad.
What reach did this campaign achieve?
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Case study by One Way — Talent Management, Video Production & Influencer Marketing Agency, based in Montreal, Quebec.
Ce projet fait partie du portfolio de One Way, agence montréalaise de gestion de talents, de production vidéo et de marketing d'influence. Chaque campagne présentée ici illustre notre approche de bout en bout : stratégie, création de contenu, production vidéo et collaboration avec des créateurs québécois et canadiens.
AXE Fine Fragrance's Blue Lavender launch became a three-part TikTok mini-series with creator Robin Messier, built around storytelling through contrast: the same Get Ready With Me setup repeated three times with different, scent-driven outcomes. One Way helped shape the three-part concept around repetition and comic timing, turning a simple product demo into a short-form narrative, then worked closely with the brand to clear music rights, keep the product's signature application visible, and adjust tone for clarity and FTC-compliant disclosure. Edit pacing was tightened, the comedic delivery sharpened, and a clear call-to-action added to the final frame before the series was distributed on Robin Messier's own TikTok, leveraging his existing audience while keeping every visual cue brand-safe. The campaign reached 389K people with a format that subtly highlighted the fragrance's benefits without ever feeling like a traditional ad.
AXE Fine Fragrance's Blue Lavender launch became a three-part TikTok mini-series with creator Robin Messier, built around storytelling through contrast: the same Get Ready With Me setup repeated three times with different, scent-driven outcomes. One Way helped shape the three-part concept around repetition and comic timing, turning a simple product demo into a short-form narrative, then worked closely with the brand to clear music rights, keep the product's signature application visible, and adjust tone for clarity and FTC-compliant disclosure. Edit pacing was tightened, the comedic delivery sharpened, and a clear call-to-action added to the final frame before the series was distributed on Robin Messier's own TikTok, leveraging his existing audience while keeping every visual cue brand-safe. The campaign reached 389K people with a format that subtly highlighted the fragrance's benefits without ever feeling like a traditional ad.
We focused on storytelling through contrast same setup, different outcomes. By building a familiar GRWM structure and flipping the narrative with scent-driven humor, we created an engaging, repeatable format that subtly highlights product benefits without ever feeling like an ad.
