Care Package by slimjimstudios via axepeace
Axe Peace went all out during Sunday’s big game with a third quarter TV spot and a massive Tumblr campaign around their new message: “Make love, not war.”
Working with Tumblr and Yahoo, Axe drafted (sorry, couldn’t help ourselves) six prominent artists from the Tumblr community to interpret the campaign with branded content in their own unique styles.
The creators, Mr. GIF, Mattias Brown, Alex Griendling, Go Cook Yourself, James Curran, and Animated Text, posted their work to the Axe Peace and Yahoo Sports blogs. As part of a distribution partnership with Yahoo, selected content was also syndicated to the NFL section of Yahoo Sports, which gets 6.6 million daily uniques.
The campaign scored big (ha ha) with the Tumblr community. With the help of Sponsored Posts across web and mobile, as well as two Trending Blog placements, Axe content earned 168k notes from Friday to Monday (including 84k Reblogs) and increased their follower base 15x.