AXE vs. The Hot Water Regime

Every summer, Sofia loses hot water. AXE turned this city-wide inconvenience into a fresh moment. When the showers stopped, the AXE stepped up.

The Hot Water Regime turned out to be more than a media moment — it became a genuine engagement trigger.

The hero video quickly generated strong interaction across platforms, with shares, saves, and comments driving organic momentum far beyond the originally targeted neighbourhoods. Rather than relying solely on paid reach, the campaign gained visibility through active audience participation.

Across paid and owned channels, the content delivered over 1.8 million views, with Facebook generating 831,834 views and Instagram 992,016 views — numbers amplified by high engagement behaviour.

Nasi Fresh’s content proved especially effective in sparking interaction. On Instagram, the video reached 356,232 views, supported by 4,200 likes, 1,238 shares, and 1,428 saves — clear indicators that the audience found the content worth spreading and revisiting. On TikTok, it delivered an additional 131,090 views, alongside 22,400 likes, 1,186 shares, and 641 saves, confirming resonance within Gen Z’s native environment.

Most importantly, engagement translated into community growth. During the activation period, AXE’s social profiles recorded a +1600% increase in followers.