Tales up: Harnessing the power of storytelling

International – Mens’ personal care brand Axe has enlisted the acting talents of Max Greenfield, best known for playing the role of Schmidt in tv show New Girl, for its new online campaign.

Called Finding Susan Glenn, the six-part web series is based around the brand’s objective to give men the confidence and courage to reach out to their dream woman.

Published on both Axe’s YouTube and Facebook pages, the campaign also contains an interactive element enabling fans to submit and share their stories about their own Susan Glenns.

This is a great example of a brand using characters and storytelling to promote its products. For more information about Faction Marketing, come to LS:N Global’s autumn/winter 2012 Trend Briefing.