Anarchy: the graphic novel
The First Graphic Novel Made for Social Media.
We conceived the first AXE campaign that not only engaged its consumers, but was created with them. We also embraced a genre that has fueled fantasies for decades, and then reinvented it for a generation raised on the real-time Web.
Over the course of four months, Anarchy: The Graphic Novel was shaped by the suggestions and votes of consumers. Along the way, more than 50 consumers were illustrated into the novel.
Agency: Razorfish
Client: AXE/Unilever
Role: Experience Lead
Activities and Deliverables: I was the sole UX practitioner on the project. Despite all the work involved, I did not mind it as it was my dream to work on a graphic novel project. And this particular one was ground breaking due to its use of social and user generated content. Created sitemaps, wireframes, task flows and a features matrix and worked with YouTube to create a custom channel on their platform that would support the graphic novel. I also created ecosystem diagrams that illustrated how Axe’s various social platforms would work together to provide a cohesive experience.
The Impact
Anarchy has become the best selling body spray in the United States
Since launch, AXE has achieved a 10% increase in market share
7 million+ Trailer Video Views
1.2 million+ Visits
50,000+ Votes
15,000+ Suggestions
Awards
One Show Entertainment Gold.
IAB MIXX Awards Gold. Best Product Launch
IAB MIXX Awards Gold. Best Branded Content
IAB MIXX Awards Silver. Mobile Marketing
WOMMY Awards Gold. Best Product Innovation
Cannes Lions Shortlist. Cyber. Cosmetic, Beauty, Toiletries
Cannes Lions Shortlist. Promo Activation
“The Anarchy Graphic Novel is already the already AXE’s biggest campaign ever in the US, with over 12MM consumer interactions to date versus a target of 6MM.”