#AXETWT
Client: Axe x Unilever
Project: Evergreen + Reactive Social
Role: Copywriter, Community Manager
Agency: MullenLowe
👎 Axe US social was facing low engagement, an overwhelmingly negative sentiment, and a largely disinterested community. Our stratic approach was to truly understand what our audience cared about & create content that speaks to that. We found great opportunity within MCTWT aka the Minecraft Twitter Community.
👍 In just three week’s time, our bespoke content and my community mangement brought in over 490% higher impressions than the monthly average, saw engagement rates that topped over 30%, and welcomed in thousands of new followers. To this day, I still think my biggest fans are a part of this community (they just don’t know it).